iOS vs Android ROAS: Why iOS Users Are Worth 5× More

By Intent+ Team · March 4, 2026 · 9 min read · 1,550 words

The 5× figure is not marketing copy. On a per-user basis for subscription and premium apps, iOS users consistently out-monetise Android users by 4–6× across categories. These are the structural reasons why — and what it means for where you put your acquisition budget.

The ARPU Gap Between iOS and Android

iOS users generate higher average revenue per user across virtually every monetised app category. The gap is widest in subscription apps, productivity tools, and fintech — and smallest in ad-monetised games.

Why Device Pricing Creates a User Quality Filter

Apple's minimum device cost acts as a self-selecting income filter. The iOS user base skews toward higher disposable income and higher purchase intent — before a single ad is shown.

Why iOS Subscription Monetisation Outperforms Android

One-tap App Store payment with stored cards, lower friction at the point of purchase, and a user base conditioned to pay for quality apps combine to produce higher subscription conversion rates on iOS.

What This Means for Your Platform Budget Split

Most growth teams split budgets between iOS and Android based on install volume. The correct allocation model is based on expected LTV — which for subscription and premium apps almost always justifies over-indexing on iOS.

Frequently Asked Questions

Whether the 5× ratio applies to your category, how to calculate your own iOS vs Android ROAS, and how to make the case for rebalancing budget toward iOS.