New App Store boss Eddy Cue wants to ‘squeeze additional revenue’ from developers, says report
Apple’s new App Store leadership is signaling a shift toward more aggressive monetization strategies. Newly appointed App Store chief Eddy Cue and CEO John Ternus are pushing to “squeeze additional recurring revenue” from developers and raise platform margins, according to a Bloomberg report citing sources familiar with the matter.
This approach represents a departure from the strategy of former App Store head Phil Schiller, who reportedly stepped back partly because he believed that more aggressive monetization would further damage relationships with developers and invite additional regulatory scrutiny from governments worldwide.
Cue and Ternus, however, disagree with Schiller’s cautious approach. They are actively seeking ways to increase Apple’s take from the App Store despite the potential for friction with both developers and regulators. This includes exploring new recurring revenue models and higher profit margins.
The announcement comes amid ongoing global regulatory pressure over Apple’s App Store practices and developer treatment. The company has faced lawsuits, investigations, and policy changes in recent years affecting commissions, payment options, and app review processes.
The shift hints at broader strategic priorities under Apple’s new leadership, which appears focused on maximizing returns from existing business segments. Former head of App Review Phillip Shoemaker has begun sharing insights about potential future changes, though details remain limited.