Apple’s services division closed out 2025 with a performance that can only be described as extraordinary, shattering records and rolling out innovations that touched nearly every corner of the digital world. From the bustling App Store to the ever-expanding Apple TV, the company’s suite of offerings experienced remarkable growth, global expansion, and an unrelenting focus on enhancing user experiences. Yet, despite this banner year for its services, Apple’s stock in early 2026 remains a subject of debate among analysts, with some noting that, even after a recent selloff, it’s still trading at a premium compared to peers, according to Seeking Alpha.
On January 12, 2026, Apple’s senior vice president of Services, Eddy Cue, reflected on what he called an “outstanding year” for the company’s digital platforms. Cue celebrated Apple’s ability to deliver “enriching experiences to users worldwide,” pointing to the company’s unwavering commitment to enhancing daily life through innovation. The numbers certainly back up his enthusiasm. The App Store alone boasted over 850 million average weekly users globally in 2025, a testament to the platform’s enduring appeal and reach. Since its launch in 2008, developers have earned more than $550 billion on the App Store, a figure that only hints at the vast scale of commerce the ecosystem supports.
During the peak holiday shopping period in November and December 2025, purchases made through Apple Pay surged, outpacing overall consumer spending growth. Apple Pay itself made a significant mark by eliminating over $1 billion in fraud worldwide and generating more than $100 billion in incremental merchant sales. The service now operates in 89 markets and partners with over 11,000 banks and network partners, including more than 20 local payment networks. As Apple noted, “Apple Pay continues to bring value to users, merchants, and banks across the globe.”
The company’s focus on security and convenience was further demonstrated with the introduction of Digital ID in the U.S. Apple Wallet users can now create a digital identity using information from a U.S. passport, which can be presented at select TSA airport security checkpoints for domestic travel. In Japan, Apple introduced support for the My Number Card, marking the first international ID in Wallet. These moves signal Apple’s ambition to make the iPhone an even more essential part of everyday life, whether users are navigating airports or verifying their identities online.
Apple TV, meanwhile, experienced a meteoric rise in 2025. December saw the platform eclipse all prior viewership records, with total hours viewed jumping 36% compared to the previous year. This surge was fueled by the global debuts of major titles such as F1 The Movie—which became the highest-grossing sports movie of all time—Pluribus, and The Family Plan 2, as well as the enduring appeal of classics like A Charlie Brown Christmas. Apple TV’s commitment to quality storytelling didn’t go unnoticed: the platform racked up 672 award wins and 3,085 nominations, including historic Emmy recognitions for both comedy and drama series. The Studio became the most Emmy-winning freshman comedy ever, while Severance led as the most-awarded drama, and Slow Horses secured a Best Directing honor.
Looking to the future, Apple TV is doubling down on live sports. Starting in 2026, all Major League Soccer matches will be available to stream at no additional cost for Apple TV subscribers. Perhaps even more notably, Apple announced a new five-year exclusive agreement to stream every Formula 1 race in the United States, beginning in March 2026. The move comes on the heels of the global success of F1 The Movie and signals Apple’s intent to become a major player in the sports streaming landscape.
Apple Music also notched its best year ever in 2025, breaking records in both listenership and new subscribers. Celebrating its 10-year anniversary, the service rolled out what it called its “biggest product feature release since launch,” and opened a new state-of-the-art studio. Innovations included Lyrics Translation and Pronunciation, AutoMix for seamless DJ-style transitions, Library Pins, and in-app Replay stats. Apple Music Sing was enhanced, allowing users to turn their iPhone into a microphone and appear onscreen with lyrics and visual effects via Continuity Camera. The platform’s reach expanded through partnerships with companies like GM, TuneIn, and Chase, bringing Apple Music to more listeners around the world. Shazam, Apple’s music discovery app, generated over 1 billion recognitions per month in 2025, underscoring the company’s dominance in music discovery.
Other Apple services also saw significant milestones. Apple Arcade launched more than 50 new ad-free games, appealing to families and gamers seeking uninterrupted play. Apple Fitness+ expanded to 28 new countries and regions, introducing digitally dubbed workouts in Spanish and German, and Custom Plans for personalized workout schedules. The Find My app broadened its location-sharing capabilities to 27 additional airlines, reducing lost luggage by 90% according to SITA’s WorldTracer global baggage management system. Apple Maps added new cities to its Detailed City Experience, including New Orleans, Singapore, and Monaco, and rolled out new maps for Mexico and Thailand.
iCloud continued to be the backbone of Apple’s ecosystem, keeping users’ photos, files, and apps secure and in sync. In 2025, Apple introduced Apple Invites for custom event invitations, unlimited with an iCloud+ subscription, and bolstered privacy features with Advanced Data Protection and end-to-end encryption. iCloud+ subscriptions can be shared with up to five family members, ensuring privacy and security for all.
Apple News celebrated its 10th anniversary in 2025, solidifying its position as the No. 1 news app in the U.S., Canada, and Australia and No. 2 in the UK. The platform features over 3,000 publications and more than 600 titles with Apple News+, and last year expanded its offerings with Apple News+ Food, debuting 100,000 recipes and a new original puzzle game. Local journalism also got a boost, with Apple News now including over 150 local newspapers and news feeds across 50 U.S. states and several Canadian markets.
Despite this parade of successes, Apple’s stock valuation in early 2026 remains a hot topic. According to Seeking Alpha, even after a recent selloff, Apple shares are still priced at a premium—a point that gives some investors pause. The article’s author, who has no current or planned positions in Apple, reminds readers that “past performance is no guarantee of future results,” and stresses that no investment advice is being given.
For Apple, 2025 was a year of breaking records, expanding horizons, and redefining what digital services can offer. As the company looks ahead to further innovation and global reach, investors and consumers alike will be watching to see if Apple can sustain this momentum in 2026 and beyond.
