iOS App Store Booming: Per-Device Downloads and Average Sales Price Increasing
Fortune reports on a new note from Piper Jaffray analyst Gene Munster, who for some time has been keeping tabs on the performance of Apple's App Store using calculations of download rates and other metrics against number of devices sold. According to Munster, iOS device owners are increasing their usage of the App Store in 2011, downloading more apps as the average sales price for paid apps has rebounded after dropping last year.
- More apps: The average iOS device owner will download 83 apps in 2011 vs. 51 in 2010, a 61% increase year over year. "Smartphone users are showing an increasing appetite to use apps to add features to their phones," Munster writes, "and iOS has the leading app ecosystem."
- More expensive apps: The ASP (average selling price) per app is rebounding. ASPs are up 14% y/y in 20111 vs. an 18% decline in 2010. "After the initial race to the bottom in App Store pricing," says Munster, "we are seeing users pay up to add features and games to their iOS devices."
Munster reports that 82% of App Store activity is from free apps, while the 18% of downloads that are paid apps carry an average selling price of $1.44. Munster notes that the recent increase in average selling price seems to be driven by the iPad, which in general sees higher average app prices than the iPhone and iPod touch.
Apple last week announced that the App Store had reached 15 billion downloads since its inception three years ago. Still, App Store revenue represents only about 1% of Apple's overall revenue and is viewed primarily as a driver of Apple's hardware sales.
Popular Stories
The calendar has turned to August, and that means the iPhone 17 series is just one month away. Apple has yet to officially announce an event, but it has been rumored that the devices will be announced on Tuesday, September 9.
Subscribe to the MacRumors YouTube channel for more videos.
Below is the August 2025 edition of our iPhone 17 Pro rumor recap, for an up-to-date overview of what to...
Despite being over two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. Rumors suggest AirPods Pro 3 could arrive as soon as September 2025 alongside the iPhone 17 lineup, giving prospective AirPods...
The latest iOS 26 beta includes imagery that confirms Apple's work on a new version of the Apple Watch Ultra, which is set to come out this fall. MacRumors contributor Aaron Perris found an Apple Watch image with a resolution that does not correspond to any current Apple Watch models.
The image suggests that the upcoming Apple Watch Ultra 3 could have a slightly larger display size, with a...
Apple is still on track to release a new Apple TV model later this year, according to a reliable source speaking to MacRumors.
According to a source familiar with the company's plans, Apple is highly likely to replace the current Apple TV 4K with a new model later this year. The current model will be discontinued.
Today's Apple TV 4K came out in 2022, featuring the A15 Bionic chip,...
iOS 26 introduces an Adaptive Power Mode on the iPhone, alongside the existing Low Power Mode.
Apple says that Adaptive Power Mode can make "small performance adjustments" when necessary to extend an iPhone's battery life, including slightly lowering the display brightness or allowing some activities to "take a little longer."
The full description of Adaptive Power Mode, from the iOS 26...
Apple seeded the fifth developer beta of iOS 26 today, and while the number of significant changes has dropped, there are quite a few smaller tweaks. Apple is continuing to refine button placement, animations, and design in preparation for launching iOS 26 in September.
Camera
Apple added a toggle in the Camera app to allow users to toggle on Classic Mode, a setting that reverses the scroll ...
Apple today released a firmware update for the 25W MagSafe Charger that is compatible with the iPhone 12 and later and the latest AirPods. The new firmware is version 2A168, up from the 2A146 firmware that came out last year. In the Settings app, the new firmware is version 148, up from 136.
Apple introduced the 2024 MagSafe charger alongside the iPhone 16 models back in September, and it is ...
In the fifth beta of iOS 26, Apple appears to have subtly upgraded AirPods charging. Code in iOS 26 says that the AirPods Charging case "now more clearly indicates charging status," and that the AirPods will remind you when it's time to charge.
A screenshot shared on social media shows an AirPods splash screen with the same wording and an image of what the light on the AirPods charging case...
