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Apple’s iOS 18: A $400M Blow to Third-Party Apps?

by Team Lumida
June 19, 2024
in Markets
Reading Time: 3 mins read
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Photo by William Hook on Unsplash

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Key Takeaways:

  1. iOS 18 could impact $393M in app revenue.
  2. Trail apps face the biggest threat, accounting for 78% of potential losses.
  3. Third-party apps must innovate to survive Apple’s built-in features.

What Happened?

Apple’s upcoming iOS 18 release could significantly impact third-party app developers. According to Appfigures, these changes may affect apps generating $393 million in revenue and downloaded 58 million times over the past year. Apple’s practice of integrating popular third-party app features into its operating system, known as “sherlocking,” continues with iOS 18.

This year, Apple targets password managers, call recording apps, custom emoji creators, AI-powered writing tools, and more. Trail apps lead the pack with $307 million in annual revenue, followed by grammar helpers at $35.7 million and math helpers at $23.4 million.

Why It Matters?

For investors, understanding Apple’s influence on the app market is crucial. When Apple integrates popular third-party features, it often disrupts existing app revenue streams. This practice raises questions about competition fairness and the sustainability of third-party app businesses. For example, Apple’s previous moves in parental controls sparked antitrust investigations.

The latest sherlocking targets apps showing significant revenue growth: math solvers (+43% YoY), grammar helpers (+40%), and password managers (+38%). Apple’s built-in solutions could satisfy casual users, potentially reducing the market for these third-party apps.

What’s Next?

Third-party developers must innovate to stay relevant. Apps need to offer features beyond what Apple includes and leverage new user engagement methods, like improved Siri integration. Investors should monitor how these apps adapt and whether they can maintain or grow their user base despite Apple’s competition.

Additionally, watch for regulatory responses to Apple’s market influence, as previous sherlocking instances led to antitrust scrutiny. As iOS 18 rolls out, evaluate how these changes impact consumer behavior and app adoption rates, especially for high-risk categories like trail and grammar helper apps.

Source: Tech Crunch
Tags: AppleiOS 18third-party apps
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© 2025 Lumida Wealth Management LLC is an SEC registered investment adviser. Privacy Policy. Cookies Policy.
Disclaimer Important Information This site is for informational purposes only. Information presented on this site does not constitute as investment advice.

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Lumida's website (referred to herein as the "Website") is limited to the dissemination of general information pertaining to its advisory services, together with access to additional investment-related information, publications, and links. Accordingly, the publication of the Website on the Internet should not be construed by any client and/or prospective client Lumida’s solicitation to effect, or attempt to effect transactions in securities, or the rendering of personalized investment advice for compensation, over the Internet.

Any subsequent, direct communication by Lumida with a prospective client will be conducted by a representative that is either registered or qualifies for an exemption or exclusion from registration in the state where the prospective client resides.

‍Lead Capture Forms: By submitting your contact information in the forms on this site, you are not obligated to invest in Lumida's product or services.
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