Apple has found the perfect format to make you pay more often

 This subscription plan is a hit on the App Store!



The mobile app business model has been constantly evolving since the App Store launched in 2008. First dominated by one-time purchases, then by monthly subscriptions, the market is now undergoing a new transformation. The iOS app ecosystem now generates billions of dollars each year, with increasingly sophisticated monetization methods.

Faced with regulatory pressures and increasing competition, developers are constantly seeking to maximize their revenue. A particular strategy now seems to be taking hold in the Apple app store. It's quietly transforming the way you pay for your favorite apps.

A shorter subscription that pays off big

According to a recent study by the Adapty platform, which examined 11,000 apps and $1.9 billion in revenue, weekly subscriptions now dominate the App Store. They account for 46% of iOS app revenue , with an impressive 9.5% growth this year. One-time purchases grew 6.3% over the same period, while other subscription plans are declining.

The price of these short-term plans has also increased significantly. In Europe, the average cost of a weekly subscription now reaches $8.3 (€7.11) , an increase of 12.2% . The trend is similar in the United States, with an average price of $8.1 (€6.94) after a 12.5% increase . Popular services like Spotify and Canva are already experimenting with this format in several markets.

A success that varies depending on the region

Apps downloaded in the United States also generate 3 to 4 times more revenue than those in other regions. This country accounts for nearly half of global in-app purchases (48.9%), far ahead of Europe, which totals 24.8%. The weekly formula reaches its peak of popularity in Latin America, where it generates 60% of revenue .

However, this strategy has a major drawback. Ariel Michaeli, founder of Appfigures, points out that "retention drops sharply after 30 days," with very few users remaining subscribed after a year.

The model works best in utility and productivity categories, where you're looking for immediate value without a long commitment. For health or photography apps, annual plans remain more profitable for developers.

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