How store fees work
- Standard fee — 30% on the first year of subscriptions and on all paid downloads & one-off IAPs.
- Reduced fee — 15% on subscriptions after the customer's first year, and for developers in the App Store Small Business Program / Play Console reduced-rate program (under $1M / yr).
- Ad revenue is not subject to store fees — you receive 100% of what AdMob / Unity / iAd networks pay you (after their own ~30% network revenue share).
This calculator applies a blended fee assuming a mix of new and renewed subscribers, and that the developer is a small-business-program participant for half of paid revenue. Adjust the conversion / price figures to match your actual cohort.
Key formulas
Subscriptions revenue = MAU × sub conversion × sub price × tenure
IAP revenue = MAU × IAP conversion × ARPPU
Ad revenue = DAU × ad sessions/day × impressions/session × eCPM/1000 × 30 days
Net = Gross − (paid + IAP + sub) × fee%
FAQ
Is the small-business / reduced-fee program worth applying for?
Yes if you earn under $1M / year. Apple and Google both halve the take rate to 15% if you qualify, dropping straight to your bottom line.
Why is iOS ARPU usually higher than Android?
iOS users on average spend 2–3× more in apps. The user count is smaller globally, but per-user revenue is much higher. Android wins on ad revenue volume.
What's a typical IAP conversion rate?
1–3% of MAU is normal for casual apps; mobile games often see 2–5%. Ultra-casual / hyper-casual apps see <1% IAP and rely on ads.