Skip to content upgrade – Apple unveils a new digital storefront

Apple’s website has just received a new dedicating shopping section, making it easier to browse its products and giving a home to the random accessories previously only findable through search.

The website mysteriously went down for a period on Tuesday, but reemerged Wednesday morning with a fresh look.

Head to and at first glance, things look much the same as they always have. But check out the menu – in addition to the existing sections (Mac, iPad, iPhone, Watch, TV, Music, and Support) there’s a  brand new tab: Store.

Tap this and you’ll be into a slick webpage not unlike the Today pane in the iOS App Store, with big boxes covering all manner of Apple products and accessories.

The Store section gives products like AirPods, AirTag, and HomePod a place to live. Previously, you could only find these items if you knew exactly what you were looking for. Now, even the most obscure gadgets are easy to find from a dedicated Accessories page.

Store also highlights some of the benefits of shopping directly with Apple, like same-day delivery, trade-ins, and customization. You’ll also find details on Today at Apple sessions, Apple One subscriptions, and education/enterprise pricing.

Apple will of course be hoping this increased discoverability will equal more sales, but for customers it’s a great way to browse everything you’d find in a physical store without leaving home.

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