Apple：2019年App Store生态系统报告（英文版）(14页).pdf

1、Support for this study was provided by Apple. The conclusions and opinions expressed are exclusively those of the authors. How Large Is the Apple App Store Ecosystem? A Global Perspective for 2019 Jonathan Borck, Ph.D. Juliette Caminade, Ph.D. Markus von Wartburg, Ph.D. June 15, 2020 How Large Is th

2、e Apple App Store Ecosystem? ANALYSIS GROUP | 1 When Apple opened the App Store in July 2008, it was the first of its kind. With the App Store, Apple provides developers with distribution, search, and validation services, as well as a set of tools to build and monetize apps. Originally offering appr

3、oximately 500 apps for the iPhone and iPod touch, the App Store has grown to distribute millions of apps for the full suite of Apple devices (iPhone, iPad, Apple TV, Mac laptops and desktops, and Apple Watch) in 175 countries. Cumulative downloads are in the hundreds of billions.1 Earlier this year,

4、 Apple reported that earnings it has paid to app developers who sell digital goods and services through the App Store or within their apps totaled more than $155 billion worldwide since 2008, with a quarter of those earnings paid in 2019. Such direct monetization through the App Store occurs through

5、 paid apps and digital content or services obtained using Apples in-app payment system. While such direct monetization of apps is substantial, it significantly underestimates the size of the Apple App Store ecosystem. This is because developers can choose to monetize their apps in different ways, in

6、cluding several that do not involve transacting directly through the App Store. These other monetization strategies include selling digital goods and services outside of the App Store that can be used within apps on Apple devices (such as streaming apps), selling physical goods and services (such as