Apple gets 30% of the revenue from all purchases in the App Store, so pushing sales of $9.99 Mario game adds to its own bottom line. The hyped rollout will test how effectively Apple sell software made by other companies.

After years of riding the iPhone’s success, Apple is at a crossroads. Sales growth for its flagship device has slowed. As the global market for smartphones becomes saturated, the hardware maker has few opportunities to attract new customers.

This has led the company to focus on boosting revenue from its “services” segment, shorthand for software and media from the App Store, Apple Music, Apple TV or other services. In May the segment passed a milestone when it accounted raked in $5.99 billion, accounting for over 10% of Apple’s total revenue. Throughout 2016, sales from “services” have surpassed sales from all other non-iPhone hardware.

Much like how Apple Music released exclusive records from Drake and Frank Ocean this year, Super Mario’s release signals what we can expect from the App Store. High-profile titles from companies like Disney will see preferential placement and PR pushes, in hopes that users will download the game and—most importantly—pay a relatively steep price to finish it.

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