在全面推出网页版之后，App Store 也没有闲着，又在今日宣布了本年度的重要更新：推出 Mini Apps Partner Program，助力开发者打造全新「小程序」体 验生态。 虽然不少媒体已经通过「捕风捉影」的爆料信息，提前报道了这一消息，并将其称为 Apple 与腾讯微信方面达成的全新支付协议，但是这一报道其实并不 准确。 简单来说，Mini Apps Partner Program 与腾讯方面并无直接关联，而是 Apple 在各种背景下推进 App Store 生态发展的全新尝试。在该项目推出之际，我们 也与 Apple 方面有了一次简单交流的机会，在此将相关信息介绍给你。 什么是 mini app 由于拥有大量用户基础以及广泛认知，不少人都会将 mini app 直接理解为微信小程序，进而造成了误会；又或者是将其与同样有「轻量」之意的轻 App 挂钩。事实上，App Store 对于 mini app 这一应用体验形态的支持，要比 2020 年推出的轻 App 早了不少。 在 2017 年举办的 WWDC17 全球开发者大会期间，Apple Developer App 审核指南 就增加了条目为 ...

11 月 14 日，苹果宣布推出"小程序合作伙伴计划（Mini Apps Partner Program）"，进一步扩展 App Store 对提供小程序的 App 的持续支持。参与计划的 开发者在销售符合条件的App内购买项目时，可享受15％的收益抽成减免。而这一比例较常规 30% 的苹果佣金下降了 50%。 此前有外媒披露消息称：苹果已与腾讯就小游戏内购抽成 15% 达成共识，该消息一经传出，便在业内引发广泛关注。而苹果今天发布的这份公告则印证 了这一传闻不是空穴来风。且今天上午公众号"微信公开课"发布公告表示，将尽快为开发者接入相关服务。 小程序和小游戏将可以使用苹果的内购体系，但需支付15%的佣金 微信、支付宝、抖音等小程序模式在中国等市场早已成熟，但长期以来，苹果对于 App Store 体系中小程序这类"内嵌应用"保持谨慎态度，且对其商业化 管理相对严格。 此次苹果在计划中明确了 "Mini Apps" 的相关概念，总结下来即： 是基于HTML5、JavaScript等 Web 技术构建的独立小型应用或游戏，它不直接出现在 App Store，而是分发在一个更大的宿主 App 内，用户无需单独安装 ...

Core Insights - Apple has launched the Mini App Partner Program to enhance support for apps offering mini-programs on the App Store [1] - Developers participating in the program will benefit from a reduced revenue share of 15% on eligible in-app purchases, compared to the standard 30% commission [1] - There was speculation regarding a potential agreement between Apple and Tencent to charge a 15% fee for purchases of WeChat mini-games, which Tencent executives addressed during an earnings call [1]

Market Overview - By 2025, China's mini-program market is expected to show significant head concentration and parallel development in vertical segmentation, with user scale and ecological maturity reaching historical highs [1] - The industry landscape has evolved from the early "WeChat, Alipay, Baidu" trio to a new "big three" of "WeChat, Alipay, Douyin," with leading platforms controlling core traffic entry while vertical fields and long-tail markets release structural growth opportunities [1][3] Leading Platforms and Competitive Barriers - The current mini-program market exhibits an "one super, two strong" oligopoly structure, with WeChat dominating due to its social ecosystem, while Douyin achieves rapid growth through content scenarios [3][4] - The combined market concentration of the top three platforms (CR3) reaches 71.6%, forming a diverse traffic matrix of "social entry (WeChat) + content entry (Douyin) + service entry (Alipay)" [3] Evolution of the Landscape: Marginalization of Baidu's Search Entry Model - The early dominance of "WeChat, Alipay, Baidu" has weakened due to the replacement of search-based interaction with scenario-based interaction [4] - WeChat mini-programs have over 1 billion monthly active users, accounting for over 85% of the domestic market share, with an average daily usage frequency of nearly 70 times [4] - Douyin mini-programs have 283 million monthly active users, with an annual growth rate of 65%, capturing a market share of 22% by 2024 [4] - Alipay mini-programs maintain 890 million monthly active users, focusing on payment scenarios and commercial services, but with relatively slow growth [4] Core Conclusions - The mini-program market in 2025 will exhibit a dual-track feature of "strengthened head concentration and active long-tail innovation" [5] - Leading platforms are building competitive barriers through traffic ecosystems, while low-code technology and vertical scene innovation provide breakout paths for smaller players [5] Ranking and Core Analysis of Major Mini-Program Platforms - WeChat mini-programs lead the ecosystem with over 1 billion monthly active users, capturing over 85% of the market share, and achieving a daily active user count of 600 million [6] - Douyin mini-programs have 283 million monthly active users, with a daily usage time of 2.3 hours, benefiting from the integration of content and commerce [18] - Alipay mini-programs have 890 million monthly active users, focusing on life service scenarios and maintaining a high trust level [14] User Behavior and Scene Penetration - WeChat mini-programs cover over 200 industries, with a user behavior pattern showing a balance among entertainment, consumption, and service [13] - Douyin mini-programs leverage short video content to drive high conversion rates, with an average conversion rate of 8.2% [24] Vertical Platform Rise - Platforms like Kuaishou, Xiaohongshu, and Pinduoduo are building differentiated ecosystems based on specific scenarios, with Pinduoduo's mini-programs focusing on the lower-tier market and achieving a 210% year-on-year growth in Q1 2025 [12] - The low-code technology market is expected to exceed 10 billion by 2025, significantly lowering the entry barrier for small and medium enterprises [12] Government Services and Digital Transformation - The government service mini-programs have achieved nationwide coverage, integrating over 300 high-frequency services, and significantly improving service efficiency [50][51] - The average processing time for government services has been reduced by 75%, with a 90% reduction in the number of visits required [51] Industry Trends and Challenges - The industry is undergoing a technological transformation driven by AI and immersive experiences, with 30% of mini-programs adopting intelligent customer service [53] - Regulatory pressures are increasing, with compliance costs rising as the industry enters a "strong compliance era" [54]

Tencent Holdings Q2 2025 Earnings Call Summary Company Overview - **Company**: Tencent Holdings - **Date**: Q2 2025 Earnings Call Key Financial Metrics - Total revenue increased by 15% year-on-year to **184 billion RMB** [2][3] - Gross profit rose by 22% to **105 billion RMB** [2][3] - Non-IFRS operating profit surged by 80% to **69 billion RMB** [2][3] - Non-IFRS net profit attributable to shareholders grew by 10% to **63 billion RMB** [2][3] - Basic net profit, excluding contributions from associates, increased by 20% [3] Gaming Business Highlights - Domestic gaming revenue grew by 17%, driven by long-standing games like **Dota 2** and **Honor of Kings** [2][5] - International gaming revenue increased by 35% (33% at constant currency), supported by titles from **Supercell**, **PUBG Mobile**, and **Awakening of the Song** [2][5] - **Valorant** achieved record average daily active users in China, with **Valorant Mobile** set to launch soon [5] Social Network and Digital Content Developments - Combined monthly active users of **WeChat** reached **1.4 billion** [2][6] - Mini-programs became a crucial platform connecting users with businesses, with mini-game revenue up by 20% [2][6] - Music streaming service **PNE** solidified its leadership, with subscription revenue up by 17% and total subscribers reaching **124 million** [6] Financial Technology and Commercial Services - Financial technology and commercial services revenue rose by 10% to **56 billion RMB** [4][12] - Growth in financial technology services driven by commercial payment and consumer loan services [4][12] - Cloud services revenue accelerated due to increased demand for AI-related GPU and API token services [4][12] Advertising Revenue Growth - Advertising revenue increased by 20%, attributed to improved click-through rates from AI technology deployment [4][11] - AI-driven advertising strategies enhanced return on investment for advertisers [4][11] AI Technology Integration - AI technology upgraded advertising capabilities, improving click rates and conversion rates [2][7] - Large language model features added to mini-programs for smarter customer responses and personalized recommendations [2][7] - AI tools applied in gaming to enhance content creation speed and scale [7] Business Segment Performance - Value-added services (VAST) accounted for 50% of total revenue, with social networks at 18%, domestic games at 22%, and international games at 10% [8] - Marketing services contributed 19% and financial technology and commercial services 30% to total revenue [8] Future Outlook - Continued exploration of AI commercialization opportunities, despite challenges in user payment models in China [4][17] - Anticipated sustained growth in advertising revenue, with AI expected to enhance targeting and conversion rates [11][20] - Ongoing investment in AI and cloud services to meet increasing external enterprise demand [20] Additional Insights - The gaming business is evolving towards a platform model, reducing revenue volatility [21] - Government anti-inflation measures may reduce competition but could accelerate industry consolidation, requiring strategic adjustments [22] - Commercial payment trends show improvement, with transaction volumes growing despite declining average transaction sizes [23] Conclusion Tencent Holdings demonstrated robust growth across various segments in Q2 2025, leveraging AI technology to enhance advertising and gaming experiences while maintaining a strong financial performance. The company is well-positioned for future growth, particularly in the realms of AI and cloud services.