Why Apple moved into poker

In a time where digital entertainment dominates and mobile gaming generates billions in yearly revenue, it’s no surprise that poker, probably the world’s most famous card game, has found a home on our pocket-sizedscreens. This iconic, high-stakes game has consistently moved with the times, notably experiencing an explosive boom in popularity following the widespread adoption of the internet in the early 2000s. These days, the rise of smartphones has allowed mobile poker and other gambling apps to flourish, with the virtual game set to soon surpass the popularity of traditional formats. Leading tech giant Apple’s part in this growth is an interesting one, with the iPhone producer increasingly visible in the iGaming space. While there is no Apple-owned poker platform or branded iGaming app, through its strategic decision-making, Apple has become an important player in the modern poker industry.

The rise of mobile gambling

From early on, gambling operators and game designers recognized the huge potential of smartphones for iGaming purposes.The power of touchscreens allowed smoother, more engaging gameplay, the launch of app marketplaces like the App Store made it easier than ever for players to find new platforms, while the convenient size of smartphones allowed players to play from wherever, whenever, for the first time. Gambling companies shifted away from web browsers, instead optimizing their platforms with a ‘mobile-first’ approach. Global policymakers also embraced the change, with countries like the UK and Italy introducing progressive regulations that would help normalize mobile gambling andeventually inspire a greater adoption of the sector. A recent marketing report suggests that mobile gambling now constitutes around 70% of all global online gambling, highlighting the sector’s rapid surge. Considering this, it comes as no surprise that Apple, one of the leading smartphoneproducers, is growing in importance to the iGaming scene.

Apple’s dominant market position

Along with Samsung, Apple dominates the smartphone market,with the two companies sharing a market share of over 50%. In terms of influence, however, there is no doubting the iPhone’s position at the top of the tree. Groundbreaking upon its release in 2007, the iPhone has consistently led the way as smartphones have gotten faster, more powerful, and more fashionable. No longer simply a phone, the iPhone has become a status symbol for many, particularly in the US, UK, and Japan, where it dominates the market.

It’s not just hardware either, with Apple’s greater digital presence growing in recent years. The launch of Apple Pay in 2014 saw the tech giant move closer to the finance space, while more recently, the company has lifted restrictions on Bitcoin and other crypto payments within App Storeapps. This is all positive news for virtual poker games and other iGaming apps, which likewise are beginning to adopt increasingly pro-crypto stances. No matter whether you’re looking for Texas Hold’em or OmahaHi-Lo, there is now a platform on the App Store for every type of player.

A powerful gatekeeper of iGaming

With such control over the apps we can and can’t download, there is no denying Apple’s position as a gatekeeper of iGaming. Real money gambling platforms can be found in abundance on the App Store with poker rooms, online slot machines, lottery games, and sports betting platforms all available to download. While Apple doesn’t run these gambling companies, it does collect up to 30% of their profits as part of its App Store revenue share, and considering $1.3 trillion was generated by the marketplace in 2024, there is no doubting the financial incentive for the company. Furthermore, finding Apple Pay casinos is easy, with the digital payment technology now being used by numerous platforms to allow players to deposit funds and purchase in-game items. Without operating any part of the gambling business itself, Apple’s presence as a key financial intermediary gives it an important stake in the growing mobile gaming industry.

Apple’s influenceis just a matter of time

The convergence of Apple’s technological dominance with the rapid rise of mobile gaming has an air of inevitability about it. As the digital space has continued to grow in importance to our everyday lives, it is unsurprising that Apple’s pioneering products and virtual platforms for gambling have both grown in popularity. Currently, we are witnessing a huge opening up of the iGaming industry with countries across the world beginning to follow in the footsteps of early adopters and introduce regulated online gambling markets. In Canada, Ontario has highlighted the impressive impact of creating a legal framework for iGaming activities,while New Zealand, too,looks set to introduce a controlled market by 2026. Perhaps the most important change yet,however, is the 2018 Supreme Court ruling, which overturned a federal ban on mobile sports betting platforms in the United States. The effect has been an explosion in the popularity of sports betting, creating a multibillion-dollar industry. While mobile poker remains legal in certain states only, the success of sports betting is a positive sign as iGaming moves forward.

Looking ahead

As gambling continues to evolve, so too do the international gambling laws that control it, and this is something that Apple must continue to be aware of in the future. Illegal gambling remains an issue across the globe, putting vulnerable players at risk while presenting a perfect environment for criminals to take advantage. It is therefore imperative that Apple remains flexible and transparent with governments to ensure that only regulated, secure gambling apps are available on its App Store. As a key facilitator of gambling activities, Apple has a duty to ensure that poker games and slot machines available to download comply with gambling laws and protect the well-being of players.

While Apple has not directly entered the poker business, there is no denying its powerful position, not just in poker but in gambling more generally. In our growing digital world, Apple’s position as a leading tech producer has given it huge influence over gambling activities, profiting from the success of gambling platforms while having the final say on which operators can benefit from their global user base. Looking ahead, Apple will surely continue to be hugely important to the iGaming scene.