Apple is exploring new avenues to enhance its services revenue, particularly through third-party AI applications. During its recent earnings call on November 2, 2026, Apple’s CFO Kevan Parekh mentioned that AI offers a significant incentive for consumers to upgrade devices and switch to get cutting-edge capabilities, and also hinted at unexplored partnership opportunities with third-party developers. However, the company did not disclose specific strategies regarding how it might monetize AI within third-party apps.

Apple’s services segment, primarily driven by the App Store, has encountered several challenges including increased regulatory scrutiny and a slowdown in mobile gaming. These pressures have led to a decline in App Store commission revenues in key markets such as the U.S., Brazil, and Japan, with some reports indicating an 18% drop in the U.S. alone as of August 2026. Legal developments, including a lawsuit by Epic Games, have forced Apple to permit external payment systems in apps, cutting into its traditional revenue stream from in-app purchases.

Despite these hurdles, Apple reported a steady performance in the App Store during the recent quarter, maintaining a record number of paid app subscriptions with double-digit growth among third-party apps. Parekh acknowledged ongoing headwinds in mobile gaming and anticipated that these challenges would persist into the summer quarter. Nonetheless, Apple forecasts an 8 to 9% growth in its services revenue for the December quarter, factoring in various licensing impacts and currency fluctuations.

Investors are closely watching how Apple might leverage AI-powered third-party apps as a new revenue driver, speculating that the company could distribute AI agents through the App Store and take a cut of the earnings. Although details remain sparse, this hints at a potential shift in Apple’s approach to its vast developer ecosystem as it seeks to sustain revenue growth amidst regulatory and market pressures. TechCrunch has reached out to Apple for further details but has yet to receive a response.