Pokemon Go may have nothing to do with Apple but the tech giant still stands to make billions from the new game.
That's because Pokemon Go has a large number of in app purchases available to users, letting them spend real-world money to get extra items to help them out in the game. These can cost up to €100 at a time, and history suggests that a surprising number of folks will spend that little bit extra for a leg up in the otherwise free game.
Apple is facing a pay day because they keep a certain percentage of any purchase made inside their app store, which could be as high as 30 percent. Based on the number of users who have already signed up and the first idea of how many of them are paying for in app purchases, Apple's cut could be in the value of 2 billion or more over the next two years.
Of course that's provided the Pokemon craze continues, which might be less certain given the continuing server issues in the game. But there are still plenty of countries left to launch, including the potential goldmine of Japan.