$900 Million Annually Without Its Own AI Model

Apple has been generating massive revenue from the generative AI boom without developing its own artificial intelligence model. The Wall Street Journal (WSJ) reported on the 19th (local time), citing data from analytics firm AppMagic, that Apple collected approximately $900 million in App Store commissions from generative AI apps throughout 2025. Three-quarters of this came from OpenAI's ChatGPT, with projections to exceed $1 billion in 2026.

Apple charges up to 30% commission in the first year and 15% thereafter on app subscription fees distributed through the App Store. While rates vary by country, this means that while competitors like OpenAI, Google DeepMind, and Meta invest billions of dollars in AI infrastructure, Apple is essentially acting as a 'toll booth operator' and generating high profits.

Why It Matters: A New Dimension of Platform Dominance

These figures starkly demonstrate the result of Apple's business model transition from hardware sales to service revenue. Since launching the App Store in 2008, Apple has created high switching costs through its 'Walled Garden' strategy. iPhone users can only install apps through the App Store, and all payments must go through Apple's in-app purchase (IAP) system.

As the generative AI boom accelerates, numerous AI apps including ChatGPT, Elon Musk's Grok, and Google Gemini have registered on the App Store, creating a structure where Apple automatically profits from their growth. ChatGPT, in particular, was the AI app that paid the most commissions on the App Store as of 2025, accounting for 75% of Apple's AI revenue. This suggests Apple is fully enjoying the benefits of AI market growth without directly developing AI models.

Antitrust Controversy and Regulatory Pressure

However, this revenue model is raising antitrust concerns. Elon Musk's xAI recently filed an antitrust lawsuit against Apple, claiming the App Store makes it "impossible" for ChatGPT's competitors to compete fairly. xAI accused Apple of creating an environment favorable to ChatGPT compared to other AI apps by integrating ChatGPT with its AI assistant Siri.

Regulations on Apple's App Store policies are also intensifying in the European Union (EU) and the United States. The EU's Digital Markets Act (DMA) requires Apple to allow alternative app stores and reduce commissions, while antitrust investigations are ongoing in the U.S. On March 15, 2026, Apple announced it would voluntarily reduce commissions in the Chinese market, interpreted as a preemptive measure to respond to global regulatory pressure.

Apple's Service Business Transformation Strategy

Apple's business model has changed dramatically over the past 15 years. Since launching the App Store in 2008, Apple has transitioned from hardware-centric to service-centric, securing high-margin revenue sources. Apple's current business divisions are structured as follows:

• Hardware including iPhone, iPad, Mac, Apple Watch
• Services including App Store, Apple Music, Apple TV+, iCloud
• Financial services including Apple Pay, Apple Card

The services division's share of Apple's total revenue continues to increase, with App Store commissions being a core pillar of service revenue. The explosive growth of generative AI apps provides Apple with a 'golden opportunity' to generate revenue in the AI market without direct investment.

Apple's Positioning Compared to Competitors

Apple is generating revenue at much higher margins than competitors by leveraging platform dominance without massive AI infrastructure investments. However, this is also a double-edged sword that makes it a primary target for antitrust regulations.

[AI Analysis] Sustainability of the Platform Commission Model

Apple's AI commission model is highly efficient in the short term but likely faces three risks in the medium to long term.

First, intensifying regulatory pressure. The EU's DMA is already forcing Apple to allow alternative app stores, and investigations into App Store monopoly continue in the United States. Voluntary commission reductions in China suggest potential global expansion. If commission rates drop from 30% to 10-15%, Apple's service revenue could decrease by tens of billions of dollars.

Second, AI apps' migration to independent platforms. OpenAI is already securing users with web-based ChatGPT, and the possibility of launching its own hardware or operating system cannot be ruled out. Google, Microsoft, and Meta are also building their own AI ecosystems, potentially reducing App Store dependency.

Third, Apple's lack of proprietary AI competitiveness. Apple does not yet possess large language models (LLMs) on par with OpenAI or Google. Siri's AI performance lags behind ChatGPT and Gemini, and strengthening proprietary AI capabilities is essential for Apple to maintain leadership in AI platform competition long-term.

Nevertheless, Apple's hardware ecosystem and user loyalty remain strong defensive barriers. iPhone users don't easily switch to Android due to high switching costs, and the App Store is likely to remain a core channel for AI app distribution for the foreseeable future. If Apple responds flexibly to the regulatory environment while gradually strengthening its proprietary AI competitiveness, it could double AI-related revenue by 2030, beyond the projected $1 billion in 2026.