This document provides a 10-year retrospective on the iOS App Store, highlighting key metrics and trends from its launch in 2008 through 2017. Some of the major findings include: - The iOS App Store has generated over $130 billion in total consumer spending and over 170 billion downloads as of the end of 2017. - Games account for 31% of downloads but 75% of total spending, with top-grossing games generating over $1 million in consumer spending. - The United States is the largest market by both all-time downloads and consumer spending on the iOS App Store. - Over 4.5 million apps have been released on the iOS App Store so far, with an increasing proportion from non-game categories

1. The Data Behind 10 Years
of the iOS App Store
– 2018 –

2. COPYRIGHT 2018
The iOS App Store
APPS THAT GENERATED MORE
THAN $1M IN CONSUMER SPEND
ON THE IOS APP STORE
Nearly
10
THOUSAND
TOTAL iOS APP STORE
CONSUMER SPEND
TOTAL NUMBER OF APPS AVAILABLE
ON THE iOS APP STORE
TOTAL iOS APP STORE
DOWNLOADS
MAY 2018JULY 2010 - DECEMBER 2017JULY 2010 - DECEMBER 2017
Over
$130
BILLION
Over
2.0
MILLION
Over
170
BILLION
SINCE JULY 2010

3. App Annie Is the Most Trusted Partner in the App Economy
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in the app economy.
The information contained in this report is
informed by App Annie Intelligence, the leading
data solution for the app economy as well as our
proprietary forecast model.
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5. Table of Contents
10 Years, 10 Highlights of the iOS App Store 6
The Top iOS Apps of All Time 17
A Trip Through Time: The Most Popular iOS Apps by Year 24
Read Further Analysis on the App Economy 34

6. 10 Years, 10 Highlights
of the iOS App Store
COPYRIGHT 2018

7. iOS App Store Revenue Growth Outpaces Downloads, Nearly
Doubling Between 2015 and 2017
7 COPYRIGHT 20187
1.
*Spend is gross, the iOS App Store's fees are included
Worldwide iOS App Store Downloads Worldwide iOS App Store Consumer Spend
Downloads(Billions)
USD(Billions)
6 YEAR CAGR: 15% 6 YEAR CAGR: 52%

8. The iOS App Store Generates Nearly Twice as Much Consumer
Spend as Google Play, Despite a Lower Device Install Base
8 COPYRIGHT 20188
2.
Share of Worldwide Downloads Share of Worldwide Consumer Spend
Note: Google Play is not available in China
iOS App Store Google Play iOS App Store Google Play

9. iPhone Users in Select Markets Have Over 100 Apps Installed and
Use Over 40 Apps Each Month
9 COPYRIGHT 20189
3.
Average Monthly Apps Installed and Used on iPhones in 2017 in Select Countries
Apps Used Apps Installed
France
Indonesia
South Korea
Japan
Brazil
Germany
China
India
Australia
United States
United Kingdom
Mexico

10. APAC Accounts for Nearly 60% of iOS App Store
Consumer Spend
COPYRIGHT 201810
4.
APAC's rapid increase in global share of downloads and
consumer spend followed the release of the iPhone 6 and
iPhone 6 Plus in China in October 2014
Downloads
Consumer
Spend
Share of iOS App Store Downloads and Spend by Region
Americas
APAC
EMEA

11. Games Account for 31% of Downloads, But 75% of Spend
11 COPYRIGHT 201811
5. iOS App Store Downloads in 2017 iOS App Store Consumer Spend in 2017
30.5B $42.5B
EMEA
7.8B
Americas
7.9B
APAC
14.8B
EMEA
$6.0B Americas
$11.3B
iPhone
6.8B
APAC
$25.2B
iPad
1.1B
Apps
4.7B
Games
2.0B
Apps
0.5B
Games
0.6B
iPhone
$8.4B
iPad
$3.0B
Apps
$3.2B
Games
$5.2B
Apps
$0.7B
Games
$2.3B
iPhone
6.7B
iPad
1.2B
Games
2.0B
Apps
4.7B
Games
0.6B
Apps
0.6B
iPhone
13.1B
iPad
1.7B
Apps
0.9B
Games
0.8B
Apps
9.7B
Games
3.4B
iPhone
$4.3B
iPad
$1.7B
Games
$2.3B
Apps
$2.0B
Games
$1.0B
Apps
$0.7B
iPhone
$22.9B
iPad
$2.3B
Apps
$0.4B
Games
$1.8B
Apps
$3.6B
Games
$19.3B

12. The United States Is the Largest Market by All-Time iOS App Store
Consumer Spend and Downloads
12 COPYRIGHT 2018
6.
Rank Country Downloads (Billions)
1 United States 40.1
2 China 39.9
3 Japan 9.5
4 United Kingdom 8.0
5 Russia 4.5
6 France 4.5
7 Germany 4.1
8 Canada 3.9
9 Australia 3.4
10 Italy 2.9
Top Markets by All-Time iOS App Store Downloads
Note: All-Time refers to iOS App Store downloads from July 2010 to December 2017
Rank Country USD (Billions)
1 United States $36.0
2 China $27.7
3 Japan $25.2
4 United Kingdom $5.0
5 Australia $3.3
6 Canada $3.0
7 Germany $2.6
8 France $2.3
9 South Korea $2.2
10 Taiwan $2.1
Top Markets by All-Time iOS App Store Consumer Spend
Note: All-Time refers to iOS App Store consumer spend from July 2010 to December 2017

13. Over 4.5M Apps Have Been Released on the iOS App Store So Far
13 COPYRIGHT 201813
7. Apps Outside of Games Accounting for an Increasing Proportion of Releases
Starting in September 2016, Apple
enhanced its QA process, resulting in
fewer, but higher quality, apps being
released and retained on the store. Apps Outside of
Games
Games
NumberofApps(Millions)
Note: Release date is the first date an app ranked in the iOS App Store, for downloads or revenue, in any country
Cumulative Apps Released on the iOS App Store Worldwide

14. More Apps Than Ever Are Generating Millions of Dollars on the iOS
App Store Worldwide
14 COPYRIGHT 201814
8.
$1M–$10M Spend
> $10M Spend
NumberofApps
Number of Apps With More Than $1M in Consumer Spend
5 YEAR CAGR: 30%

15. In-App Subscription Payments Have Allowed Apps (Excluding
Games) to Flourish on the iOS App Store
15 COPYRIGHT 201815
9.
Documents to Go Comics Pandora Radio Pandora Radio Spotify Spotify Netflix
Quickoffice Badoo LINE LINE Pandora Radio Netflix Tencent Video
NAVIGON Europe Quickoffice Zoosk Zoosk LINE LINE Tinder
WhatsApp
Messenger
WhatsApp
Messenger
Skype Skype HBO NOW Tinder iQIYI
Shazam Pandora Radio Badoo Badoo Zoosk HBO NOW Pandora Radio
Apps with in-app
subscription
payments at time of
ranking
Worldwide Consumer Spend for Apps Excluding Games on the iOS App Store
Apple revamped their subscription model in September 2016
with iOS 10. Monetization options expanded, and subscriptions
were opened to additional app categories. 50% growth in spend
from 2016 to 2017 — fastest annual growth rate since 2011
In-app
subscriptions
first introduced
in February 2011
WorldwideConsumer
SpendinAllApps
ExcludingGames
Top5AppsExcluding
GamesbyWorldwide
ConsumerSpend

16. There’s Plenty More to Come for the iOS App Store
16 COPYRIGHT 201816
10. By 2022, Consumer Spend in the iOS App Store Will Reach $75.7B, up 80% From 2017
5 YEAR CAGR: 12.2%
USD(Billions)
Note: Spend is gross, the iOS App Store's fees are included
Worldwide iOS App Store Consumer Spend

17. The Top iOS Apps of All Time
COPYRIGHT 2018

18. Top Games by All-Time Worldwide Downloads
COPYRIGHT 2018
Rank Game Company Company Headquarters
1 Candy Crush Saga Activision Blizzard United States
2 Subway Surfers Kiloo Denmark
3 Fruit Ninja Halfbrick Australia
4 Clash of Clans Supercell Finland
5 Honour of Kings Tencent China
6 Minion Rush Vivendi France
7 Angry Birds Rovio Finland
8 Temple Run 2 Imangi United States
9 Temple Run Imangi United States
10 Asphalt 8: Airborne Vivendi France
18
Note:
- All-Time refers to iOS App Store downloads from July 2010 to May 2018
- Analysis excludes downloads from pre-installed apps
- Company displays the current owner of the listed app. It does not include companies that have previously owned the app

19. Top Games by All-Time Worldwide Consumer Spend
19 COPYRIGHT 201819
Rank Game Company Company Headquarters
1 Clash of Clans Supercell Finland
2 Candy Crush Saga Activision Blizzard United States
3 Monster Strike mixi Japan
4 Puzzle & Dragons GungHo Online Entertainment Japan
5 Honour of Kings Tencent China
6 Fantasy Westward Journey NetEase China
7 Game of War - Fire Age MZ United States
8 Fate/Grand Order Sony Japan
9 Clash Royale Supercell Finland
10 Pokémon GO Niantic United States
Note:
- All-Time refers to iOS App Store consumer spend from July 2010 to May 2018
- Analysis excludes consumer spend from pre-installed apps
- Company displays the current owner of the listed app. It does not include companies that have previously owned the app

20. Top Apps by All-Time Worldwide Downloads
20 COPYRIGHT 201820
Rank App Company Company Headquarters
1 Facebook Facebook United States
2 Facebook Messenger Facebook United States
3 YouTube Google United States
4 Instagram Facebook United States
5 WhatsApp Messenger Facebook United States
6 Google Maps Google United States
7 Snapchat Snap United States
8 Skype Microsoft United States
9 WeChat Tencent China
10 QQ Tencent China
Note:
- All-Time refers to iOS App Store downloads from July 2010 to May 2018
- Analysis excludes downloads from pre-installed apps
- Company displays the current owner of the listed app. It does not include companies that have previously owned the app

21. Top Apps by All-Time Worldwide Consumer Spend
21 COPYRIGHT 201821
Rank App Company Company Headquarters
1 Netflix Netflix United States
2 Spotify Spotify Sweden
3 Pandora Radio Pandora United States
4 Tencent Video Tencent China
5 Tinder InterActiveCorp (IAC) United States
6 LINE LINE Japan
7 iQIYI Baidu China
8 HBO NOW Time Warner United States
9 Kwai(快手) OneSmile China
10 QQ Tencent China
Note:
- All-Time refers to iOS App Store consumer spend from July 2010 to May 2018
- Analysis excludes consumer spend from pre-installed apps
- Company displays the current owner of the listed app. It does not include companies that have previously owned the app

22. 22 COPYRIGHT 201822
Rank Company Headquarters
1 Tencent China
2 Supercell Finland
3 NetEase China
4 King United Kingdom
5 MZ United States
6 mixi Japan
7 GungHo Online Entertainment Japan
8 Electronic Arts United States
9 Activision Blizzard United States
10 BANDAI NAMCO Japan
Rank Company Headquarters
1 Electronic Arts United States
2 Tencent China
3 Gameloft France
4 Rovio Finland
5 Glu United States
6 Disney United States
7 Zynga United States
8 TabTale Israel
9 Storm8 United States
10 Ubisoft France
Note:
- All-Time refers to iOS App Store downloads and consumer spend from July 2010 to May 2018
- Analysis excludes downloads and consumer spend from pre-installed apps
- In the event of a company acquisition, app performance is assigned to the acquired company prior to the acquisition date, and to the acquiree after the acquisition date
Top Companies by All-Time iOS App Store
Downloads in Games
Top Companies by All-Time iOS App Store
Consumer Spend in Games

23. 23 COPYRIGHT 201823
Rank Company Headquarters
1 Tencent China
2 InterActiveCorp (IAC) United States
3 LINE Japan
4 Netflix United States
5 Spotify Sweden
6 Pandora United States
7 Baidu China
8 Time Warner United States
9 Microsoft United States
10 Smule United States
Rank Company Headquarters
1 Google United States
2 Facebook United States
3 Tencent China
4 Baidu China
5 Alibaba Group China
6 Microsoft United States
7 Outfit7 Cyprus
8 Amazon United States
9 InterActiveCorp (IAC) United States
10 Meitu China
Top Companies by All-Time iOS App Store
Downloads Outside of Games
Top Companies by All-Time iOS App Store
Consumer Spend Outside of Games
Note:
- All-Time refers to iOS App Store downloads and consumer spend from July 2010 to May 2018
- Analysis excludes downloads and consumer spend from pre-installed apps
- In the event of a company acquisition, app performance is assigned to the acquired company prior to the acquisition date, and to the acquiree after the acquisition date

24. A Trip Through Time: The Most
Popular iOS Apps by Year
COPYRIGHT 2018

25. 1. Documents To
Go
2. Shazam
3. LogMeIn Ignition 4. Star Walk
5. NAVIGON
Europe
6. TomTom
Western Europe
7. Quickoffice 8. WhatsApp
Messenger
9. Hipstamatic 10. TomTom
Europe
1. Talking Tom Cat 2. Facebook
3. Skype 4. Windows Live
Messenger
5. Twitter 6. Google
7. Shazam 8. Google Earth
9. Bump 10. Netflix
COPYRIGHT 201825
2010
● Two years into the App Store, and at the beginning
of App Annie supplying the industry's most trusted
data, social and communication apps such as
Facebook, Skype and Twitter topped the
worldwide download charts for apps excluding
Games. Facebook has been among the top 10
most downloaded apps in every subsequent year.
● WhatsApp Messenger was a top consumer-spend-
generating app in 2010 (at the time they charged
a $0.99 upfront fee). In 2010, approximately 10%
of all app downloads on the iOS App Store were
paid. Year-to-date in 2018, less than 1% of
downloads have been paid.
● Talking Tom Cat, an Entertainment app from
Outfit 7, was the most downloaded app in 2010.
This began a decade of success for Outfit 7, and
their apps have subsequently been downloaded
more than 7 billion times globally.Note:
- Top apps excluding Games on the iOS App Store worldwide
- Analysis excludes downloads and consumer spend from pre-installed apps
- 2010 data covers July 1st to December 31st
Consumer SpendDownloads

26. 1. Documents To Go 2. Quickoffice
3. NAVIGON Europe 4. WhatsApp
Messenger
5. Shazam 6. LogMeIn Ignition
7. TomTom Western
Europe
8. GoodReader
9. MotionX GPS Drive 10. Zinio
1. Facebook 2. Skype
3. Twitter 4. Talking Tom Cat 2
5. Instagram 6. Viber
7. Google 8. Talking Tom Cat
9. Bump 10. Emoji Free!
COPYRIGHT 201826
2011
● In 2011, Instagram entered the top 10 apps by
downloads following its release in October of the
previous year. By 2012, the year in which it was
acquired by Facebook, Instagram would become
the most downloaded app globally.
● Bump — an award winning app that allowed users
to share contacts and photos by bumping devices
together — was a top downloaded app in 2011.
Subsequently acquired by Google in 2013 and
discontinued in 2014, the team went on to make
significant contributions to Google Photos and
Android Camera.
Note:
- Top apps excluding Games on the iOS App Store worldwide
- Analysis excludes downloads and consumer spend from pre-installed apps
Consumer SpendDownloads

27. 1. Instagram 2. YouTube
3. Skype 4. Facebook
5. Twitter 6. Chrome Browser
7. Shazam 8. Flashlight by
iHandy
9. Viber 10. eBay
1. Comics 2. Badoo
3. Quickoffice 4. WhatsApp
Messenger
5. Pandora Music 6. Documents To
Go
7. Zinio 8. LINE
9. MLB At Bat 10. Zoosk
COPYRIGHT 201827
2012
● With the release of iOS 6.0, YouTube no longer
came pre-installed on new iPhones. In 2012, a newly
released standalone version quickly became the
second most downloaded app of the year — a
powerful demonstration of mobile’s future promise
as a video streaming platform.
● Dating apps Badoo and Zoosk became top
consumer-spend-generating apps in 2012. Over the
coming years, they were joined by the likes of
Tinder, Grindr and Lovoo to make Dating one of the
most lucrative app categories.
● MLB At Bat launched in 2012 with a range of
innovative features. Subscription payments for
streamed content allowed it to quickly become a
top grossing app, and as of May 2018 it remained
the most used sports league app in the world.
Note:
- Top apps excluding Games on the iOS App Store worldwide
- Analysis excludes downloads and consumer spend from pre-installed apps
Consumer SpendDownloads

28. 1. YouTube 2. Google Maps
3. Skype 4. Facebook
5. Instagram 6. Snapchat
7. Facebook
Messenger
8. WhatsApp
Messenger
9. Twitter 10. Vine
1. Pandora Music 2. LINE
3. Zoosk 4. Skype
5. Badoo 6. LINE PLAY
7. Comics 8. MLB At Bat
9. Grindr 10. NYTimes
COPYRIGHT 201828
2013
● In 2013, the iOS App Store generated more than
$10 billion in consumer spend for the first time.
● Pandora Music hit the number 1 spot for
consumer spend in 2013. Pandora blazed a trail
for a music industry that has increasingly adopted
the mobile platform. In 2017, apps in the Music
category on the iOS App Store alone generated
more than $1 billion in worldwide consumer spend.
● Snapchat began its meteoric rise, appearing in the
top 10 for the first time since its 2011 release.
Note:
- Top apps excluding Games on the iOS App Store worldwide
- Analysis excludes downloads and consumer spend from pre-installed apps
Consumer SpendDownloads

29. COPYRIGHT 201829
2014
● Facebook Messenger immediately leapt to the
number 1 spot by downloads following its
unbundling from the main Facebook app.
Facebook Messenger and Facebook remained
in the number 1 and 2 spots, respectively, until
2017.
● Apple Pay was made available for the first time
in 2014. Within 3 days of the launch, 1 million
credit cards were registered with Apple Pay.
Mobile devices continue to grow in importance
as a personal financial hub. Worldwide in 2017,
there were over 1.4 billion app downloads from
the Finance category on the iOS App Store.
Note:
- Top apps excluding Games on the iOS App Store worldwide
- Analysis excludes downloads and consumer spend from pre-installed apps
Consumer SpendDownloads
1. Pandora Music 2. LINE
3. Zoosk 4. Skype
5. Badoo 6. LINE PLAY
7. Spotify 8. Grindr
9. Match.com 10. Deezer
1. Facebook
Messenger
2. Facebook
3. YouTube 4. Instagram
5. WhatsApp
Messenger
6. Google Maps
7. Skype 8. Snapchat
9. Google 10. Twitter

30. COPYRIGHT 201830
2015
● In 2015, China overtook the United States to
become the largest market by iOS App Store
downloads.
● Spotify, Hulu, Pandora Music and HBO NOW all
ranked in the top 10 apps by consumer spend.
This was the strongest showing yet for
entertainment companies and demonstrated just
how lucrative the iOS App Store had become as a
streaming platform.
Note:
- Top apps excluding Games on the iOS App Store worldwide
- Analysis excludes downloads and consumer spend from pre-installed apps
Consumer SpendDownloads
1. Facebook
Messenger
2. Facebook
3. YouTube 4. WhatsApp
Messenger
5. Instagram 6. Snapchat
7. Google Maps 8. QQ
9. Skype 10. WeChat
1. Spotify 2. Pandora Music
3. LINE 4. HBO NOW
5. Zoosk 6. Match.com
7. Skype 8. Tinder
9. Sing! by Smule 10. Hulu

31. COPYRIGHT 201831
2016
● In 2016, China overtook the US to become the
largest market by App Store consumer spend.
China began its reign as the largest iOS App Store
market by both downloads and consumer spend.
● Apple revamped their subscription model in
September 2016. The iOS App Store saw 50%
growth in consumer spend from 2016 to 2017 —
the fastest annual growth rate since 2011. Apps
had become the epicenter for organizing the
services we use.
● Chinese streaming giant iQIYI broke into the top
10 apps by spend for the first time in 2016. So far
in 2018, iQIYI remains one of the largest streaming
services by consumer spend in the world — driven
almost entirely by its performance in China.
Note:
- Top apps excluding Games on the iOS App Store worldwide
- Analysis excludes downloads and consumer spend from pre-installed apps
Consumer SpendDownloads
1. Spotify 2. Netflix
3. LINE 4. Tinder
5. HBO NOW 6. Pandora Music
7. iQIYI 8. Hulu
9. Inke 10. Sing! by
Smule
1. Facebook
Messenger
2. Facebook
3. YouTube 4. WhatsApp
Messenger
5. Snapchat 6. Instagram
7. Uber 8. Google Maps
9. WeChat 10. QQ

32. ``
COPYRIGHT 201832
2017
● China dominated the 2017 charts. Nearly half of
top apps were owned by China-headquartered
companies.
● In June 2017, Apple celebrated the 10 year
anniversary of the iPhone and released the iPhone
X in November.
● Apple also launched a significant App Store
redesign in September 2017. iOS 11 aimed to
make app discovery easier and more compelling
for users.
Note:
- Top apps excluding Games on the iOS App Store worldwide
- Analysis excludes downloads and consumer spend from pre-installed apps
Consumer SpendDownloads
1. YouTube 2. Facebook
Messenger
3. Facebook 4. WeChat
5. Instagram 6. WhatsApp
Messenger
7. Google Maps 8. QQ
9. Taobao 10. Tencent Video
1. Netflix 2. Tencent Video
3. Tinder 4. iQIYI
5. Pandora Music 6. Spotify
7. Kwai(快手) 8. QQ
9. HBO NOW 10. LINE

33. COPYRIGHT 201833
2018 ● Year-to-date in 2018, Tik Tok, a popular short
form video platform and social network from
China, has leapt to the number 1 spot by global
downloads. Tik Tok allows users to create and
share their own short music videos and recently
announced it had more than 150 million daily
users in mainland China alone.
● Netflix sustained its number 1 spot for iOS App
Store consumer spend to start off 2018, in part
driven by its continued international expansion.
● Each year has brought new iPhones, new OS
updates and new in-demand apps. What remains
constant in 2018 is mobile being at the center of
our lives – bringing us entertainment, connecting
us to work and friends, facilitating romance,
playing our favorite music and navigating us to
new places. The iOS App Store has brought
unparalleled digital access to millions of people
around the world and will continue to enhance our
lives as we head into its 11th year and beyond.
Note:
- Top apps excluding Games on the iOS App Store worldwide
- 2018 data covers January 1st to May 31st
- Analysis excludes downloads and consumer spend from pre-installed apps
Consumer SpendDownloads
1. Netflix 2. Tencent Video
3. Tinder 4. iQIYI
5. Kwai(快手) 6. Pandora Music
7. YouTube 8. Youku
9. QQ 10. HBO NOW
1. Tik Tok 2. YouTube
3. Facebook
Messenger
4. Instagram
5. Facebook 6. WhatsApp
Messenger
7. WeChat 8. Google Maps
9. Snapchat 10. Gmail

34. ● The 2017-2022 App Economy Forecast: 6 Billion
Devices, $157 Billion in Spend & More
● 2017 Retrospective: A Monumental Year for the App
Economy
● Top Predictions for the App Economy in 2018
● Why Your Mobile Strategy Needs an App
● New App Usage Report: How Many Apps Do Users
Install a Month?
● Metrics That Matter for Product Managers: The
Fundamentals
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COPYRIGHT 201834
Read Further Analysis on the App
Economy

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COPYRIGHT 201835