Skip to navigationSkip to main contentSkip to right columnADVERTISEMENTDaniel KlineSat, July 18, 2026 at 7:09 PM GMT+2 6 min readApple isn't just counting on customers to keep buying iPhones. It also expects them to keep paying every month long after they've bought one.While Apple built its reputation selling cutting-edge devices, its fastest-growing profit engine has become Services, the business that keeps generating revenue after customers leave the store.Despite its name, Apple's Services segment is about far more than servicing devices.Apple's Services segment is the catch-all for all the ways the company makes money after a device is already in a customer's hands. That includes the commissions the company gets when you pay for something in the app store, or buy an in-app service from a downloaded app.It also includes subscriptions like Apple Music, TV+, and iCloud+, AppleCare warranties, the multibillion-dollar licensing payment Google makes to stay Safari's default search engine, advertising, and Apple Pay.It's a business that might not get a lot of media attention, but it provided roughly a quarter of revenue in fiscal 2025. More importantly, Services carries a gross margin north of 75%, more than double the 36% Apple earns on hardware, according to