Apple has opened up an “Apps by Apple” section

Apple has quietly launched a new “Apps by Apple” page on its website, designed to promote its own apps for iPhone, iPad, Apple Watch, Mac and Apple TV. The company highlights key apps such as Messages, Photos, Reminders, and others, and talks about new features coming in iOS 17 and other versions.

The new site breaks down Apple’s various apps by category, including:

• Communication: Apps to keep you connected.
• Creativity: Tools for pros and passionate creatives.
• Productivity: All you need to make your work a work of art.
• Exploration: Discover the world and navigate it with ease.
• Entertainment & Home: Brilliant ways to watch, read, listen, and relax.
• Health & Fitness: Wellness for your body and mind.

The site also has a “Features” section that talks about “built in, seamless, and easy to use” features such as Siri, iCloud, CarPlay and Continuity.

The appearance of the new site is likely due to the fact that Apple may open up access to third-party app stores in Europe. Last year, the company also reported on the popularity of third-party apps compared to its own apps, and the new site could serve as a way for Apple to do comparative marketing.