Apple to launch new dedicated gaming app this year

Apple plans to launch a new dedicated video game app for iPhone, iPad, Mac, and Apple TV later this year.

This app will centralize features like in-game achievements, leaderboards, and communication, replacing the current Game Center.

The app is expected to debut at Apple’s Worldwide Developers Conference on June 9, 2025.

It will include editorial content, link to the App Store’s game section, and highlight Apple Arcade, a US$6.99 monthly subscription service.

Apple recently acquired RAC7 Games, known for Sneaky Sasquatch, to strengthen its gaming strategy.

Despite these efforts, Apple struggles to gain strong traction in gaming, especially on Mac, which many see as less capable than Windows PCs.

Apple has not yet commented on the new gaming app or its plans.

🔗 Source: Bloomberg

🧠 Food for thought

1️⃣ Apple’s evolving relationship with gaming spans decades of hits and misses

Apple’s new gaming app represents the latest chapter in a complex history with gaming that dates back to the 1980s.

The Macintosh initially had a favorable position in gaming, with titles like “Sim City” launching on Mac before PC versions, and innovative games like “Myst” (1993) showcasing the platform’s multimedia capabilities 1.

This early advantage was squandered when Apple shifted focus away from gaming after Steve Jobs returned in 1997, canceling several gaming projects despite having released Game Sprockets to improve game development 1.

The company’s previous major gaming hardware venture, the Apple Bandai Pippin console (1996), was a notable failure, selling fewer than 60,000 units worldwide before being discontinued in 1997 2.

Apple’s current gaming push through Apple Arcade and this new centralized app suggests the company recognizes gaming’s importance, especially given that approximately two-thirds of App Store revenue currently comes from games and in-app purchases.