Apple Hasn't Lost its Bite Just Yet: Has the Epic court decision affected the tech giant's recent revenue?

The decision has created a newfound choice for app publishers on how to monetize. With Apple taking a 30% fee for most payments processed through its store, there’s been speculation that the allowance of third party web stores, likely offering lower fees, will move some percentage of IAP spend away from Apple and towards other methods of payment. 

In reality, growth in App Store spend accelerated to 5% in May vs. April, continuing a strong year for Apple. In fact, consumer spend on IAPs through Apple increased 13% in May 2025 vs. a year ago.

Opening the door to outside payments

At the recent GamesBeat Summit 2025, Sensor Tower’s Chief Strategy Officer Anthony Bartolacci and Xsolla’s Chief Strategy Officer, Chris Hewish tackled this subject during their presentation on key forces shaping the next era of gaming. 

Since Xsolla helps game companies create web stores and process payments, the Epic/Apple decision is a major factor for their business.

“Obviously the elephant in the room is the Epic vs. Apple development…But I think that is just part of the broader narrative around direct-to-consumer, which has been an ongoing, building trend…”  -Chris Hewish

While this judgement, among other tailwinds, is a major victory for DTC, Sensor Tower data shows there is still health and vibrancy in the traditional App Store and Google Play store. Though the breadth of data is limited to the timeframe since the decision, there are several possible reasons why App Store consumer spend hasn’t fallen. 

• Apple is a trusted partner for data privacy

• Apple provides an established, frictionless customer payment process

• Consumers are accustomed to — and comfortable with — working within the Apple ecosystem

None of this is to say these factors won’t change as apps (and companies like Xsolla) make it easier for consumers to migrate directly, but one thing is for certain - it's only the beginning of this epic story.

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