APUS Group

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).

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

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

• Android launcher apps
• Mobile utility software
• Phone performance optimization
• Mobile security applications
• Android browser software

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. 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.
2. Theme and Wallpaper Store: Digital goods marketplace where users can browse, download, and apply themes and wallpapers. Some premium content may be monetized.
3. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability10 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Kojo Bonsu Gen Z AI ClubminorGTM or Marketing Partner · 18 June 2026APUS 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.
• InMobiminorStrategic or Co-development PartnerAPUS 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.
• iamwireminorStrategic or Co-development PartnerAPUS 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 CentercoreStrategic or Co-development PartnerAPUS 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)coreTechnology or IntegrationAPUS 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

Peers

• GO Launcher (GoDev Team / GOMO):

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

• Xx.com/ApusGroup
• YouTubebit.ly/1HantYa
• Facebookfacebook.com/APUSGROUP
• Instagraminstagram.com/apuslauncher

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about APUS Group