Apple Arcade’s Struggle to Find Its Place

When Apple launched Apple Arcade in 2019, the idea was simple but ambitious: create a premium subscription service for mobile games with no ads, no in-app purchases, and a steady flow of exclusive titles. For $4.99 a month at launch, players gained access to a library of polished, family-friendly games. On paper, it sounded like Apple’s answer to the growing problem of low-quality, microtransaction-heavy mobile gaming.

From Exclusives to Familiar IP

Apple Arcade’s early focus was exclusivity. Titles like The Pinball Wizard and What the Golf? showed off creative ideas you couldn’t find anywhere else. But the excitement didn’t last long. Many players washed out within months, and by 2021, Apple had shifted gears. Instead of relying only on niche exclusives, Arcade started pulling in well-known IP and “App Store Greats”, ad-free, fully unlocked versions of popular titles like Fruit Ninja+ and Stardew Valley+.

Today, the service boasts over 250 games and adds between three and ten new ones every month. That includes both small indie experiments and big-name collaborations. One of the most successful examples is Hello Kitty Island Adventure, developed after Apple connected indie studio Sunblink with Sanrio. It went on to win Best Game of the Year at the 2023 App Store Awards.

The Push for Big Names

Recently, Apple Arcade has leaned harder into recognizable brands. September 2025 saw the launch of NFL Retro Bowl ’26 and Jeopardy! Daily, both designed to appeal to a wide audience. The NFL title even syncs with real 2025 season games, while Jeopardy! brings exclusive daily puzzles written by the show’s own staff. Alongside these, Arcade continues to add family-focused hits like My Talking Tom Friends+.

Apple’s senior director Alex Rothman insists that the strategy isn’t all about chasing IP. Instead, he says Apple is trying to serve its massive and diverse customer base with a mix of exclusives, classics, and brand-driven games. Apple also plays matchmaker between developers and IP holders, something that helped transform Hello Kitty Island Adventure into a breakout success.

The Audience Problem

Despite steady updates and high-profile additions, Apple Arcade has struggled to hold on to players. Estimates suggest it had around two million users in its first year, with many on free trials. By 2025, that number may have grown to between three and five million monthly users, though much of that comes bundled with Apple One subscriptions.

The bigger issue is perception. Adults often see the service as being too kid-focused, with a catalog filled with Lego games, Crayola tie-ins, and bright, toy-like aesthetics. Even when deeper or more strategic titles appear, many players realize they could buy those games outright elsewhere instead of subscribing. Without a breakout cultural hit, the equivalent of Ted Lasso or Severance for Apple TV+, Arcade has struggled to feel essential.

Apple’s Commitment

Still, Apple shows no sign of abandoning the service. At $6.99 a month today, or bundled in Apple One, Apple Arcade continues to grow its library, update existing titles, and secure collaborations. Rothman insists that gaming is important across the company, not just within the Arcade team. The service’s challenge is clear: convince more people that it’s worth keeping beyond the free trial.

For now, Apple Arcade remains a service in search of its identity, not without wins, but still waiting for the moment that turns it into a must-have subscription.

Also Read: Apple’s New Games App: Everything You Need to Know