Meta launched Muse on September 8, 2026, a personal AI agent designed to handle everyday tasks such as shopping and travel bookings. According to a Bank of America note dated September 29, 2026, this agent could redirect discovery, referral and transaction initiation flows currently captured by Apple’s App Store to other platforms. Apple typically charges a 30% commission on App Store transactions, a model that generates approximately $10 billion in threatened revenue. Following the announcement, Apple’s stock price fell 2 to 2.5% on September 29 and 30, while Bank of America maintained its Buy rating with a $370 price target. Muse recorded between 2.5 and 3.4 million downloads in its first two weeks and climbed to the top of the US App Store free apps chart.
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