Apple's App Store has lost around half of its growth momentum since July in what is a fairly predictable outcome of allowing third-party app stores to eat into its lunch in the EU.

Sensor Tower: Apple's year-over-year App Store spending growth rate slowed to just 6 percent in November from 12 percent in July

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Analyst sees near-term App Store softness but expects Services growth to hold, driven by strength in iCloud+, Music, and Apple Pay. pic.twitter.com/H2um0V7ZQN — Hardik Shah (@AIStockSavvy) December 3, 2025

Goldman Sachs has now leveraged the latest data from Sensor Tower to note:

Apple's year-over-year App Store spending growth rate slowed to just 6 percent in November 2025 from 9 percent in October

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