Google, Apple, or Microsoft: Which Platform Is the Most Profitable for Mobile App Developers?

The top mobile operating systems, namely Apple's (NASDAQ: AAPL  ) iOS, Google's (NASDAQ: GOOG  )   (NASDAQ: GOOGL  ) Android, and Microsoft's (NASDAQ: MSFT  ) Windows Phone and Windows 8, not only compete fiercely for mobile device market share, but also for mobile app developers.

App downloads are a good source of revenue for these companies. The more lucrative a platform is for developers compared to its competitors, the easier it is for the platform to attract even more developers and, consequently, increase revenue from app downloads.

Google has the lion's share of downloads, but Apple laughs all the way to the bank
Google Play apps enjoy roughly 50% more downloads than App Store apps. Google Play also accounted for 75% of total downloads last year, compared to just 18% for App Store. App Store, however, made twice as much money as Google Play last year. The platform made a whopping $10 billion, or about 5.9% of Apple's fiscal 2013 revenue, from app downloads.

App Store managed to generate only $3.6 billion in revenue in the first two years after its 2008 inception, and the latest data illustrates how quickly app revenue is becoming a significant revenue source for Apple.

iOS is the most lucrative platform for mobile developers
According to VisionMobile, iOS continues to be the most lucrative mobile platform for developers, with a median revenue per app per month of $500-$1,000. This is how the different platforms compare:

Mobile OS

Median Revenue Per App Per Month





Windows Phone


Windows 8


BlackBerry 10


HTML5 Mobile


Source: VisionMobile

Apple revealed at its latest WorldWide Developers Conference that it had 1.25 million apps in its App Store with more than 50 billion downloads to date, and had paid $5 billion to developers in fiscal 2013 alone.

On the other hand, Google touted the 150,000 developers at its I/O conference who are responsible for the 800,000 app in its Google Play store.

Microsoft, meanwhile, claims that it has accumulated 160,000 apps and has 45,000 developers. According to the company, the average user downloads 54 apps, which implies that 650 million Windows apps have been downloaded to-date. 

Sources: Apple WolrdWide Developer Conference, Google I/O

Microsoft's Windows platforms sport the highest revenue per download of all the mobile platforms. But, the low number of downloads results in developers making much less revenue per app than either iOS or Android developers.

Source: Author's calculations

Android has a much bigger cache of free apps, which deeply cuts into Google's average revenue per download. The big question is, how much can a developer on any of the three platforms expect to make from his or her app?

Real impact on a developer's wallet
You can get a good sense of the amount of revenue an average developer makes on any of the three platforms by multiplying the average revenue per app by the average revenue per download for each platform. Here's how it works out:

Source: Author's calculations

Apple is the clear winner. These figures are, of course, just averages, and there are bound to be wide variations in the amount of revenue any app pulls in. But, it's quite safe to say that Apple developers make the most money from their apps, followed by Google and Microsoft, in that order.

Other than money paid directly for downloads, developers usually earn extra cash through in-app advertising. Most ads are remunerated on a pay-per-view basis, meaning the more downloads per app, the higher the ad income.

Opportunities for growth
Both Google and Microsoft mobile development platforms have room for improvement. For Google developers, the big challenge is monetizing free apps. If Google could find a way to increase the monetization of its apps by 50%, the company's significantly higher number of downloads would place it on an even footing with Apple.

For Microsoft, the challenge is to increase the number of downloads per app. The Windows Phone platform has been steadily growing, and IDC forecasts that it will reach a 7% market share, almost double the 3.6% share it had in fiscal 2013. This will likely lead to comparable growth in the number of downloads per app and, hence, increase the revenue per app for Windows developers.

Foolish bottom line
iOS developers enjoy significantly higher revenue per app than their Android and Windows counterparts. Naturally, more mobile developers have been gravitating toward the platform, which helped Apple record impressive revenue in recent times. Although both Android and Windows might close the gap between iOS, there is no reason to believe they will overtake it anytime soon.

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Read/Post Comments (4) | Recommend This Article (2)

Comments from our Foolish Readers

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  • Report this Comment On April 07, 2014, at 1:42 PM, twolf2919 wrote:

    Do these figures factor in ad revenue per app? From what I understand the vast majority of apps these days are close to free but generate income via ads.

  • Report this Comment On April 07, 2014, at 6:06 PM, DolceTran wrote:

    No, ad revenue has not been factored in those figures. These are simply revenues paid out by app store companies for app downloads.

  • Report this Comment On May 12, 2014, at 4:44 PM, suzyframe wrote:

    Wow this was sure some interesting facts and statistics. I have recently been wondering what apps get the best ratings as well as the process that goes on to create these apps. I have done some research on that but this article really has shocked me with the highest ratings.

    Suzy | <a href='' ></a>

  • Report this Comment On May 18, 2015, at 6:01 AM, stefybiber wrote:


    This is really an informative blog for all the beginners as well as app developers.

    I am an iOS app developer, I have tried most of the mobile app development platforms. I have developed more than 50 apps till today with the help of Phonegap, Telerik, Configure.IT etc. They are running successfully on app store.

    As per my experience in this field, I recommend developers as well as beginners to use mobile app development platform like Configure.IT, because it provides automatic coding, app preview facility, direct API connect and a lot more features. These things save a lot more development time and provides fast and well designed app in much less time.

    Read more:

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