Mobile Apps
iOS, Android, and cross-platform apps with users and in-app revenue.
What Mobile Apps are
A mobile app business is an application published on the App Store, Google Play, or both, that has users and usually some form of revenue: paid downloads, subscriptions, in-app purchases, or advertising. The asset includes the code, the app-store listing and reviews, the user base, and any revenue.
Apps are valued on downloads, active users, retention, revenue, and category. Subscription apps with predictable recurring revenue tend to command higher multiples than apps that rely on one-time purchases or ads.
Common examples
Most expensive in history
Notable, publicly reported sales that shaped this asset class. These are historical market examples, not Emark transactions.
| Asset | Price | Year |
|---|---|---|
| WhatsApp (acquired by Facebook)One of the largest app acquisitions ever. | $19B | 2014 |
| Instagram (acquired by Facebook)Bought with a small team and no revenue at the time. | $1B | 2012 |
| Supercell (majority stake to Tencent)Maker of Clash of Clans and other hit games. | $8.6B | 2016 |
The App Store launched in 2008 and created an entirely new asset class almost overnight. As mobile usage exploded, apps with large user bases became strategic targets for major technology companies.
Some of the largest acquisitions in tech history were mobile apps, demonstrating how valuable a dominant consumer app and its user base could be.
Average prices
Indie app
$1K – $100K
Small download base, early or ad-based revenue.
Revenue-generating app
$100K – $5M
Steady subscriptions or in-app purchases.
Hit app / studio
$5M+
Large, engaged user bases and strong monetization.
Apps are usually priced on a multiple of profit, with subscription apps earning higher multiples than one-time-purchase or ad-only apps. Retention (how many users stay active) is a major driver of value.
Frequently asked questions
Do apps sell for more if they have subscriptions?
Generally yes. Predictable recurring revenue is worth more than one-time purchases, so subscription apps tend to command higher multiples.
What is included when an app is sold?
Typically the source code, the app-store account or listing, reviews and ratings, the user base, and any associated revenue and analytics.
Related categories
Emark is in beta
A marketplace for mobile apps and more
Emark is building a place to discover, value, and transact digital assets like these. Explore the marketplace preview or join the early cohort.