Let’s start with a number that might surprise you: zero. For a vast number of mobile applications, that’s the sobering reality of their financial return. The dream of building the next viral sensation, buying a private island, and retiring by 30 is a powerful one, fueled by stories of indie developers striking gold. But the landscape for the average app is far more nuanced, and often, much quieter.
When we talk about the “average” mobile application, we’re discussing a universe of millions of apps across the Apple App Store and Google Play Store. The middle ground in this distribution is pulled down by an overwhelming majority of apps that generate little to no revenue. Industry estimates consistently suggest that the median app—the true middle of the pack—earns somewhere between $0 and $1,000 per month. Many apps never see a single dollar, serving as passion projects, portfolio pieces, or simply getting lost in the digital noise.
To understand why, we must look at the twin engines of app monetization: the business model and the market. The most common paths are advertising, in-app purchases (IAP), paid downloads, and subscriptions. Advertising revenue is often measured in tiny increments—cost per mille (CPM), or earnings per thousand impressions. For an app without a massive, engaged user base, these micro-payments add up to micro-earnings. In-app purchases, famously responsible for the lion’s share of gaming revenue, rely on a phenomenon known as “whales,” where a tiny fraction of users (often less than 2%) generate almost all the income. The average app simply doesn’t have the hook or retention to attract these high spenders.
The distribution of earnings is not a gentle hill but a sheer cliff. A staggering proportion of the total app economy revenue—well over 90%—is captured by the top 1% of publishers. These are the established gaming studios, the major social media platforms, and subscription service giants. For them, revenue is measured in millions per month. This extreme skew means that “average” figures are almost meaningless without context. It’s like saying the average person in a room with Elon Musk is a billionaire.
So, what separates the apps that make money from those that don’t? It boils down to a critical trinity: value, visibility, and longevity. An app must solve a real problem or provide genuine entertainment (value). It must be discovered through effective marketing or App Store Optimization, escaping the fate of the 99% that never gain traction (visibility). And it must keep users coming back, fighting against the natural attrition that sees most apps deleted after a few uses (longevity). The apps that master these three elements are the ones that climb out of the “average” bracket.
The journey of an app developer is therefore not a lottery ticket, but more like opening a small business. The initial investment of time and skill is substantial, and the expected return for most is modest. Success is less about a single breakthrough and more about consistent iteration, understanding your niche, and building a loyal community around your product. While the dream of a runaway hit is alluring, the sustainable reality for many successful indie developers is a steady, respectable income that rewards their expertise and effort.
In the end, asking how much the average app makes is a bit like asking how much the average restaurant makes. Many quietly close their doors within a year. Some become beloved local staples, providing a good living for their owners. A rare few become global franchises. The opportunity is real, but it is earned not by chance, but by strategy, quality, and a deep understanding of the people you’re trying to serve. The mobile app economy is a land of boundless opportunity and fierce competition, where the rewards are spectacular for a few and a hard-won modest success for the dedicated rest.
