Apple's services continue to see increased engagement, spending

3500 users surveyed

In surveying roughly 3,500 smartphone users, the average monthly spend of a user has increased to around $13, up from the three-year average of roughly $9, “driven by broader application adoption and mix shift toward higher-value offerings,” analyst Amit Daryanani said. 

Delving deeper, the survey indicated that roughly 63% of respondents now have AppleCare or Apple One, up from the three-year average of 44%. Apple Pay usage has increased as well, as roughly 40% of respondents said they use it, compared to roughly 30% for the three-year average. Other services also saw increases when compared to the three-year average, including iCloud (only 15% have no usage, down from the three-year average of 24%, while 28% say they now have 2 TB worth of storage, up from roughly 11%); Apple Music (roughly 61% compared to approximately 44%); and Apple TV, which roughly 54% of respondents said they used, compared to the three-year average of about 34%. 

Additionally, Apple TV (formerly known as Apple TV+) is now the second most watched streaming service in the survey, surpassing Amazon Prime Video, Daryanani said.
Aside from Apple's paid services, the survey indicated that Apple Intelligence is seeing some traction, though it was described as “muted.” 

“Upgrade intent remained muted, with ~44% of users indicating willingness to upgrade for AI features, a ~2pt decline from our prior survey,” Daryanani added. “We think users are underappreciating the potential of Apple Intelligence 2.0 and 'AI Siri,' particularly as new capabilities are rolled out later this year, which will include Gemini model integration. Importantly, we see early signs of monetization, with underlying demand for premium features, as ~61% of respondents indicated willingness to pay for a personalized 'AI Siri' subscription.”

Source: Seeking Alpha

NB: The AppleCare number is interesting.…

...As is the Apple TV usage being the most watched streaming service. I suspect that this survey skews to the US and should therefore be calibrated. Consider that the average monthly spend of $13/mo. would add up to $218 Billion for 1.4 billion users. Apple Services excluding Advertising (Google TAC) booked a total of $180 billion in 2025. Even with only 1 billion users (services users that is) the user spending should be $15/user/mo. However, directionally the trend shows an increase which is fairly strong.

The AppleCare number is combined with Apple One which is not useful but again, directionally the increase from 44% to 63% is quite astonishing.