The EU appears to have punctured Apple’s 30% App Store fee structure. What if the United States and other countries were to follow suit? Below we estimate Apple’s App Store revenue paid to third-party app developers in 2020 at $45.0 billion. This figure represents 70% of the total gross amount of $64.3 billion. The $64.3 billion figure less the $45.0 billion paid to developers equals Apple’s 30% fee, which in this case is $19.3 billion (for the year 2020). If we were to haircut Apple’s App Store fee structure from 30% to 15%, the $19.3 billion fee shrinks to $9.6 billion – a 50% Revenue haircut to Apple. If you wish to access the Excel version of the table below reach us at email@example.com.