Let’s start with the visual overhaul. Apple has reimagined the App Store interface across all its devices, making it more dynamic, fluid, and immersive. This shift is part of a broader design transformation: Liquid Glass.

This is a new UI language that combines real-time responsiveness with a transparent, layered aesthetic. Every element now reacts organically to your actions, whether you’re moving your device, scrolling with your finger, or gliding a mouse across the screen.
Menus expand fluidly, interface elements adjust and minimize as you scroll, and the overall layout has a renewed sense of depth and movement. The result feels alive. It’s not just prettier — Liquid Glass makes the interface more responsive, more intuitive, and undeniably more Apple.
It’s worth noting that the design language we’ve seen up through iOS 18 has its roots in iOS 7. This Liquid Glass overhaul in iOS 26 marks the beginning of a new design era for Apple, one that will influence its entire ecosystem in the years ahead.

Other notable improvements announced at the conference include a significant upgrade for AirPods 4 and AirPods Pro 2. Now supporting studio-quality recordings — a major leap for content creators and professionals. On the iPad front, Apple introduced a completely redesigned window system that mirrors the Mac experience. This allowing users to open multiple windows, auto-arrange them, and run apps in the background. The addition of a horizontal menu bar further enhances multitasking and usability. These updates mark a clear push toward making the iPad a true productivity device. With such powerful tools now at hand, could we see a broader shift in how iPads are used in the workplace? Apple certainly seems to be betting on it.

Despite the introduction of Apple Intelligence, critics have pointed to the lack of significant progress with Siri and the absence of a clear strategic commitment to AI. One standout feature is the use of artificial intelligence for real-time translation during conversations. While impressive, the translation currently appears as on-screen text rather than audio. The real news in this section will likely emerge in 2026 – 2027.
However, Apple has brought meaningful AI enhancements to the Apple Watch, making it more intelligent and responsive to your environment. For example, if you’re in a quiet setting, notification sounds will automatically adjust to be more discreet. Widgets are now more dynamic and context-aware, no longer confined to a single stacked layout. And here’s a handy new trick: with a simple gesture, you can now dismiss a call or silence a notification—no need to touch the screen.

Here are some of the most notable new features we wanted to share with you—but there’s more. There are new updates related to Apple Games, Wallet, Messages, Apple Glasses and the Phone app. The advance toward a future full of change and innovation has begun, and Apple is clearly ready to shape what comes next.

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Many have likened this innovation to the iPhone 4 epoch, which introduced the Retina Display. Despite the Vision Pro’s steep price tag of $3,499, we’re genuinely thrilled about its potential.

From a productivity standpoint, if it can stand as a primary device for tasks, its value becomes quite clear. This device will appeal to those frequently working remotely – whether in transit, at second homes, or elsewhere – who will appreciate the expanded workable area and the ability to fully function without the limitations of a small laptop. This will particularly appeal to those accustomed to operating with multiple monitors, myself included.

In the realm of entertainment, the potential for viewing movies on a ‘large screen’ and in private settings like on flights, or engaging with sports in a more immersive (and potentially social) manner, is very enticing.

However, we believe it will usher in a revolutionary shift in app marketing, a feat not accomplished by previous Apple products:

While the iPad was essentially a different form factor for iPhone apps, Apple Watch apps were spatially restricted and mainly attractive for fitness enthusiasts, and the Apple TV found most of its use with entertainment apps.

These app limitations likely prevented these ecosystems from flourishing in the way we anticipate the Vision Pro ecosystem will:

It’s clear that various sectors could greatly appeal to Vision Pro users. Games and entertainment are the obvious frontrunners. But in their presentation, Apple highlighted productivity, and we foresee other categories overhauling their app services to accommodate Vision Pro. Consider, for instance:

One-on-one video consultations could revolutionize how businesses like banks interact with customers and the related costs. Retailers might present their products in a more visual format, encouraging spontaneous shopping experiences. Imagine, for instance, a shopping experience that closely mimics visiting a physical supermarket. Language learning apps could provide superior education by immersing students in bustling streets of potential travel destinations, and other educational apps could simulate real-world testing environments, like classrooms.

The above examples might not create intriguing experiences on the iPad, Apple Watch, or Apple TV, but they make perfect sense for the Vision Pro.

VR technology is not a new concept, but if Apple succeeds in creating a truly immersive experience – and if other companies follow suit, as we’ve seen with smartphones, tablets, smartwatches, and smart TVs – we may be on the brink of an app ecosystem that rivals only smartphones.

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When it comes to Android, Samsung has the advantage of being the top smartphone manufacturer and being able to heavily promote its own app store, the Galaxy Store. However, despite these advantages, the Galaxy Store remains a failure compared to the Google Play Store. This shows that even with the backing of a major device manufacturer, alternative app stores struggle to gain traction.

One of the biggest challenges for alternative app stores will be changing the habits of iPhone and iPad users. Since the launch of the App Store, these users have become accustomed to using it for their app needs. This means that alternative app stores will have to work hard to convince users to switch from the App Store and start using their platforms instead. This is no easy task, as people are often resistant to change and may be hesitant to try out a new app store.

Another factor that will make it difficult for alternative app stores to succeed is the fact that Apple has strict control over its app ecosystem. This means that any app that is available on the App Store must go through a rigorous review process before it is approved for download. This ensures that the apps available on the App Store are of high quality and do not contain any malicious software.

In response to this concern, it is worth noting that Apple may require alternative app stores to follow similar reviewing processes. This could make it more difficult for alternative app stores to operate, as they would have to invest in a reviewing system and ensure that all apps on their platform meet the same high standards as those on the App Store.

Furthermore, Apple may also require alternative app stores to use its payment system, which could add additional costs and hurdles for these app stores to overcome. All of these factors could make it more challenging for alternative app stores to succeed, even if they are able to offer a wider selection of apps than the App Store.

There are two areas where I see these alternative app stores succeeding: the first is in the case of game launchers like Steam or Epic. These platforms are already popular, and their offering of cheaper games or subscription services could have mass appeal. The recent legal battle between Epic and Apple over the App Store’s monopoly on in-app payments has brought the issue of alternative app stores to the forefront, and combined with this recent EU ruling, it is possible that this could pave the way for more game launchers to enter the market.

Furthermore, game launchers like Steam and Epic already have a large user base and a strong brand recognition, which could make it easier for them to convince users to switch to their app stores. In addition, the wide selection of games available on these platforms could be a major draw for users, as they would be able to access a wider range of games at potentially lower prices than on the App Store. All of these factors make the gaming market a ripe opportunity for alternative app stores to succeed.

The second area where alternative app stores could potentially succeed is in the case of China, where there are already a multitude of app stores for Android devices. The high brand recognition of these app stores in China would help Chinese iPhone users quickly adapt to using app eventual stores like the Huawei App Market and the Oppo Software Store shall they launch on iOS.

However, the use of alternative app stores in China may also be influenced by geo-political issues between the US and China. In the past, the Chinese government has taken steps to block the use of the Google Play Store. It is possible that in the future, the Chinese government may encourage the use of alternative app stores made in China or simply block the App Store.

Additionally, for nationalistic reasons, Chinese iPhone users may prefer to use alternative app stores made in China rather than the App Store. This could provide a boost to these app stores and help them gain a larger share of the market. Overall, the combination of high brand recognition and potential government support or user preference for domestic app stores could make the Chinese market a promising opportunity for alternative app stores.

As of now, only the EU is forcing Apple to allow alternative app stores and given the aforementioned challenges to adoption and running of these stores, it is likely that these alternative app stores will see limited success. However, if countries like the US and China follow suit and also force Apple to allow alternative app stores, we could see big changes in the app landscape in the next two years. The success of alternative app stores in the gaming and Chinese markets will be particularly interesting to watch.

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