Apple rolled out a modernized online and app store interface for accessories, featuring better filtering, curated collections, and chat support.
Apple today unveiled a redesigned “Apple Accessories” storefront across its website and the Apple Store app, promising a smoother browsing experience for everything from AirPods to watch bands.
New interface highlights
The refreshed layout introduces a prominent filter bar that lets shoppers sort accessories by device compatibility, price range, color, and Apple‑approved certifications. A clean, grid‑based catalog replaces the previous list view, making it easier to compare items at a glance.
Curated collections
Apple has added themed collections such as “Travel Essentials,” “Creative Kit,” and “Health & Fitness,” each featuring hand‑picked products that complement specific lifestyles or Apple devices. These collections appear on the landing page and are updated seasonally.
Live chat assistance
Customers can now tap a chat icon to connect with an Apple specialist for real‑time advice on compatibility, warranty, or troubleshooting. The chat feature is integrated directly into the product pages, reducing the need to navigate away for support.
- Filter by device, price, color, and certification
- Explore curated collections for specific needs
- Instant chat support on every product page
- Seamless transition between web and iOS app
The overhaul aligns with Apple’s broader push to make its ecosystem more cohesive, encouraging users to purchase accessories that are fully optimized for iPhone, iPad, Mac, and Apple Watch.
The updated storefront is live today on both the Apple.com accessories section and the Apple Store app for iOS and iPadOS.