Apple places a particular focus on AI. More than 40 of the 100 most popular apps in the App Store will offer AI functions in 2025. According to Apple, these apps recorded significantly stronger sales growth than other top 100 apps; we are talking about four times as high growth. Strategically, the publication is quite easy to explain: Shortly before WWDC and in the midst of regulatory debates, Apple wants to show that the App Store is not just a sales channel with a fee model, but a global, indispensable economic system.
New Apple merchandising ahead of WWDC
For many Apple fans, a visit to Cupertino is also associated with a shopping experience, because the Apple Store next to the headquarters offers a number of items that are not available in other stores. Ahead of the crowds at WWDC, Apple has now updated the range and added more merchandising. New items include a classic rainbow Apple Garamond crewneck sweatshirt, a rainbow Apple logo cap, and stainless steel Apple bottles in gray and white.
For Apple, such merchandise is more than just an accessory. Especially at WWDC, the company is creating a visible event identity – and a piece of exclusivity for visitors that cannot easily be purchased online or in the local Apple Store. The Apple Store at Apple Park is located in the same building as the Visitor Center; there was also such a store with special accessories on the old campus until the end of 2023.