APUS Group
APUS Group is a Beijing-based mobile internet company (founded 2014) that develops a suite of free Android utility apps — led by its APUS User System launcher — serving over 2 billion users globally with ad-supported and freemium monetization across 200+ countries.
- Company typePrivate
- Founded2014
- HeadquartersBeijing, China
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What APUS Group does
APUS Group is a Beijing-based mobile internet company founded in 2014 (legal entity: Beijing Qilin Hesheng Network Technology Co., Ltd.) that develops Android user system products for global consumers. Its flagship product, the APUS User System (an Android launcher), achieved 30 million registered users within three months of launch in 2014 and formed the basis for an expanding suite of mobile utility applications including APUS Browser, APUS Booster+, APUS Security, APUS Message Center, APUS Camera, APUS Flashlight, and the Theme Store. The underlying technology combines cloud-based application classification, AI-powered personalization (Smart Folders, Application Smart Rank), real-time cloud antivirus engines, and performance optimization routines, protected by 90 authorized patents (60+ invention patents including one US patent), 200+ software copyrights, and 280+ registered trademarks. The platform integrates with Google search and analytics, multiple regional search engines (Baidu, Yandex, Naver, Sogou, Daum), Facebook for identity, and third-party antivirus engines.
APUS operates a freemium, product-led growth business model: all core products are free to download, with revenue generated primarily through in-app advertising (including personalized ads), supplemented by the Theme/Wallpaper Store and a Points Mall that converts user activity into redeemable rewards. Distribution relies on Google Play Store listings, OEM/carrier pre-installation partnerships, and direct downloads from apusapps.com, with the company claiming 2 billion users served across 200+ countries and 200+ products, and 56% user penetration in 65 Belt and Road countries. The company has been recognized as a unicorn ($1 billion post-money valuation following a 2015 Series B led by Chengwei Capital, Qiming Venture Partners, and SIG China with participation from Northern Light Venture Capital and Redpoint Ventures China) and listed on the Chinese Unicorn Companies report for four consecutive years through 2021. Secondary segments include OEM/carrier partners (for pre-installation distribution) and educational institutions/government bodies (for AI education initiatives such as the Kojo Bonsu Gen Z AI Club partnership in Ghana).
APUS Group firmographics
Firmographics- Name
- APUS Group
- Legal name
- Beijing Qilin Hesheng Network Technology Co., Ltd.
- Website
- https://apusapps.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- APUS Group is a Beijing-based mobile internet company (founded 2014) that develops a suite of free Android utility apps — led by its APUS User System launcher — serving over 2 billion users globally with ad-supported and freemium monetization across 200+ countries.
- Ownership category
- akta.pro rank
APUS Group industry classification
Industry- Product category
- Mobile Applications
- NAICS
- Manufacturing and Reproducing Magnetic and Optical Media (334610)
- SIC
- Computer & Office Equipment (3570)
- akta.pro primary industry
- Alternative App Distribution & Sideloading Platforms (BPAMADAM)
- akta.pro secondary industry
- OEM & Device-Embedded App Stores (BPAMADAD)
Keywords
Where APUS Group is headquartered
LocationHeadquarters
- HQ city
- Beijing
- HQ country
- China
- HQ region
- Asia
Offices2 records
Markets served
APUS Group business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Advertising: APUS generates revenue primarily through in-app advertising, including personalized advertisements displayed during product usage. Users can opt out of personalized ads but will still see non-personalized advertisements.
- Theme and Wallpaper Store: Digital goods marketplace where users can browse, download, and apply themes and wallpapers. Some premium content may be monetized.
- Points Mall/Rewards: Users earn points through activities like signing in and inviting friends, which can be redeemed for virtual prizes (advertisements, gift cards) or physical goods.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free tier with advertising |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
APUS Group product offering
Product offeringCore offering
APUS develops and distributes a suite of free Android mobile utility applications centered on its flagship APUS User System (Android launcher), including APUS Browser, APUS Booster+, APUS Message Center, APUS Security, APUS Camera, APUS Flashlight, and a Theme/Wallpaper store. The company monetizes primarily through in-app advertising and optional premium content in a freemium model, with distribution via Google Play, its own website, and OEM/carrier pre-installation partnerships.
Product overview
APUS Group offers a suite of mobile utility applications for Android devices centered around its flagship APUS User System (Android launcher). The core portfolio includes the APUS User System/Launcher, APUS Browser, APUS Booster+, APUS Message Center, APUS Security, APUS Camera, and APUS Flashlight. Additional products include Katoo and CutCut apps, supported by the Theme Store for customization. The products share a common architecture of providing performance optimization, security, and personalization features for Android smartphones. The company has achieved over 2 billion users globally across 200+ products covering more than 200 countries and regions.
Differentiator
Problem solved
Functional benefit
Brands
- APUS User System: An Android launcher and user system product that organizes apps, provides beautification features, and offers performance optimization. Beyond a traditional Android launcher.
- APUS Browser
- APUS Booster+
- APUS Security
- Katoo
- CutCut
- Theme Store
Products and services
- APUS User System (APUS Launcher) Full-featured Android launcher providing boost and power saving, smart app organization, desktop arrangement, system shortcuts, theme beautification, social discovery, privacy protection, and search functions for individual smartphone users.
- APUS Browser Lightweight mobile browser offering fast webpage loading, speed and safe browsing modes, bookmarks, multi-engine search, privacy tags, and download management for individual users.
- APUS Booster+ Mobile performance optimization app providing junk file cleaning, memory boost, WhatsApp/Facebook/WeChat cleaners, CPU cooling, battery saver, safe browsing, game acceleration, and advanced cleaning for individual Android users.
- APUS Message Center (MsgCenter) Smartphone information management app providing SMS, third-party message aggregation, contact management, call recording and dialing, message reminders, search, and points mall functionality for individual users.
- APUS Security (Security Elite) Mobile security app offering real-time anti-virus scanning, cloud virus database updates, junk cleaning, memory boost, WiFi security, CPU cooler, battery saver, safe browsing, and risk reminders for individual Android users.
- APUS Camera Mobile camera application in the APUS Family suite for mobile photography users.
- APUS Flashlight Mobile flashlight app providing phone flashlight effects and an eye protection mode to reduce eye fatigue during phone use.
- Theme Store Digital storefront (themes.apusapps.com) allowing users to browse, download, and apply mobile themes and wallpapers, with user-generated content submission capabilities.
- Katoo Standalone application in the APUS Apps suite for mobile users.
- CutCut Standalone application in the APUS Apps suite for mobile users.
Quantifiable outcome
- 30 million registered users within 3 months of launch
- +3 more outcomes
Companies that use APUS Group
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
APUS Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability10 records
Feature6 records
APUS Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Kojo Bonsu Gen Z AI ClubminorAPUS partnered with the Kojo Bonsu Gen Z AI Club to deliver AI education initiatives connecting over 320 students from Ghana and China. Dr Zhang Xu from APUS AI delivered a keynote on Google I/O innovations and Silicon Valley tech practices at APUS Headquarters in Beijing.
- InMobiminorAPUS announced a long-term strategic partnership with InMobi to increase its user base and market share in India. The partnership was part of APUS's strategy to establish a larger footprint in the Indian market through mobile advertising and user acquisition.
- iamwireminorAPUS invested in iamwire and announced a strategic partnership to scout for additional partnerships to increase user base and market share in India.
- Digital Belt and Road Research CentercoreAPUS serves as Director Member of the Digital Belt and Road Research Center, a strategic initiative covering 65 countries and regions along the Belt and Road, achieving 56% user penetration in those markets.
- Google (Search and Analytics)coreAPUS integrates Google search engines, search suggestions, and Google Analytics services across its products. Google search is used for web browsing and search features in APUS Browser and Launcher.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
APUS Group competitors and assessment
Company assessmentPeers
Direct peers
- Cheetah Mobile: Cheetah Mobile is a Beijing-based mobile utility company whose flagship products (Clean Master, CM Launcher, CM Security, CM Browser) directly overlap with APUS's launcher, booster, security, and browser portfolio. Both target global Android users via freemium/ad-supported models and OEM pre-installation, making Cheetah Mobile APUS's closest comparable.
- Qihoo 360 (360 Mobile Security): Qihoo 360 developed 360 Mobile Security and other Android utility apps that compete head-to-head with APUS Security and APUS Booster+. APUS's founder Tao Li was formerly a VP at Qihoo, highlighting direct lineage and product overlap in mobile security and optimization for global Android users.
- DU Apps Studio (Baidu): DU Apps Studio (a Baidu subsidiary) produced DU Speed Booster, DU Battery Saver, and DU Browser, which are direct functional peers of APUS's booster and browser products. Like APUS, DU targeted emerging markets with freemium/ad-supported utility apps.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
APUS Group social profiles
Digital presenceAPUS Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
APUS Group leadership team
Management profileNumber of profiles
Profiles3 records
APUS Group funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
APUS Group M&A and investment
M&A and investmentM&A1 record
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about APUS Group
What does APUS Group do?
APUS develops and distributes a suite of free Android mobile utility applications centered on its flagship APUS User System (Android launcher), including APUS Browser, APUS Booster+, APUS Message Center, APUS Security, APUS Camera, APUS Flashlight, and a Theme/Wallpaper store. The company monetizes primarily through in-app advertising and optional premium content in a freemium model, with distribution via Google Play, its own website, and OEM/carrier pre-installation partnerships.
Is APUS Group a public or private company?
APUS Group is a private company. It is classified as venture growth investor backed and is currently operating.
When was APUS Group founded?
APUS Group was founded in 2014. It employs 101 to 250 people.
Where is APUS Group based?
APUS Group is headquartered in Beijing, China, in the Asia region.
How does APUS Group make money?
Three revenue lines are on record. Advertising is the primary driver. The others are theme and Wallpaper Store and points Mall/Rewards.
Who are APUS Group's main competitors?
GO Launcher (GoDev Team / GOMO) is listed as a peer. Direct peers are Cheetah Mobile, Qihoo 360 (360 Mobile Security) and DU Apps Studio (Baidu).
Does APUS Group have an API?
No public API is recorded for APUS Group.
What industry is APUS Group in?
APUS Group's product category is Mobile Applications. Its primary akta.pro industry code is BPAMADAM, Alternative App Distribution & Sideloading Platforms, with a secondary code of BPAMADAD, OEM & Device-Embedded App Stores. Its NAICS code is 334610 and its SIC code is 3570.