Apple Calls on Developers to Take Advantage of New In-App Events App Store Feature - MacRumors
Skip to Content

Apple Calls on Developers to Take Advantage of New In-App Events App Store Feature

With the launch of iOS 15 and iPadOS 15, Apple introduced a new App Store feature that's designed to highlight in-app events, allowing customers to keep up with new happenings in their favorite apps.

app store in app events
Apple is preparing to implement in-app events, and today called on developers to start creating in-app events in ‌App Store‌ Connect.

In-app events can highlight in-game competitions, movie premieres, livestream experiences, fitness challenges, and more. Apple says that in-app events can encourage people to try out apps, provide existing users with new ways to enjoy an app, and give former users a reason to return.

Events will start appearing in the ‌App Store‌ on devices running iOS 15 and iPadOS 15 on Wednesday, October 27.

The update could be timed to the iOS and iPadOS 15.1 release, which is coming next week. Apple has confirmed that macOS Monterey is coming on Monday, October 25, but it is not yet clear if the iOS and iPadOS 15.1 updates will come on the same day or later in the week, such as on the 27th.

Popular Stories

Apple Creator Studio iWork suite

Apple Pulls Keynote, Pages and Numbers From App Store [Update: Back]

Thursday October 22, 2026 11:01 am PDT by
Apple has temporarily removed Keynote, Pages, and Numbers from the App Store, just after releasing an update that added iPhone Duo support and a new Intelligent Assistant. It is not clear if the apps were removed intentionally, or if it is a bug. Apple has not said when the apps will be reinstated, but if it was in error, they should return soon. Update: The Mac versions are back without...
iPhone Duo Apps feature

Apple Reveals More Than 50 Apps That Will Be Updated for iPhone Duo

Thursday October 22, 2026 6:04 am PDT by
Apple today highlighted more than 50 third-party App Store apps that are or will soon be fully optimized for the iPhone Duo and its various layouts and poses. You can hold the iPhone Duo and set it down in a number of ways, such as partially folded like a book, placed down on a surface, or standing on its edges: With the Netflix app, for example, Apple said iPhone Duo users can scroll...
iPhone Duo Slack

Apple Announces iPhone Duo Apps Can Now Be Submitted to App Store

Monday October 5, 2026 7:15 pm PDT by
Apple today announced that apps optimized for the iPhone Duo can now be submitted for App Store approval, ahead of the foldable device launching on Friday, October 23. While existing App Store apps will automatically run on the iPhone Duo, only apps built with the iOS 27.1 SDK or later can dynamically resize to fill the entire space of the inner display, whereas unoptimized apps will have...

Top Rated Comments

JUiCEJamie Avatar
66 months ago
I watched the WWDC Developer Sessions on how to implement this!
Pretty cool implementation - I hope it kicks off!
Score: 3 Votes (Like | Disagree)
alanvitek Avatar
66 months ago
I just started the process to add an event to my game for Halloween. The timing is really close (starting on the 27th) but I hope to be able to pull it off! Would be nice to see if it bumps up downloads a bit
Score: 1 Votes (Like | Disagree)
66 months ago

Another area where Apple can exhibit Total Control, NO thanks !

Thought about it for a minute OR two earlier today, & then decided against it !

Just NOT a smart business decision.

Much better (& smarter) to go Outside the App & Outside the App Store's control !

And for those of you who aren't App Developers, if Apple doesn't like something, for whatever Reason, your Submittal will stall-out in "Waiting for Review" & Apple will say nothing !
This reads like teenager copy and paste job
Score: 1 Votes (Like | Disagree)
yellow8 Avatar
66 months ago
I don't have any app eligible for these events. But I wish I had, this could be definitely fun!
Score: 1 Votes (Like | Disagree)
Latest Stories
Apple Requiring Developers to Disclose Location Sharing and Dating Features in Apps
Apple Requiring Developers to Disclose Location Sharing and Dating Features in Apps
4 hours ago
Apple's Q4 2026 Earnings Call Takeaways
Apple's Q4 2026 Earnings Call Takeaways
5 hours ago
Apple Dodges Question on More Price Hikes as Memory Costs Climb
Apple Dodges Question on More Price Hikes as Memory Costs Climb
5 hours ago
Apple CEO Ternus Says iPhone Duo Shortages Have No End Date in Sight
Apple CEO Ternus Says iPhone Duo Shortages Have No End Date in Sight
7 hours ago
Apple Reports 4Q 2026 Results: $30.7B Profit on $114.5B Revenue
Apple Reports 4Q 2026 Results: $30.7B Profit on $114.5B Revenue
8 hours ago
Early Black Friday Brings Steep Price Drops on Apple's Latest iPhone Cases
Early Black Friday Brings Steep Price Drops on Apple's Latest iPhone Cases
10 hours ago
John Ternus Hosting His First Earnings Call as Apple CEO Today
John Ternus Hosting His First Earnings Call as Apple CEO Today
12 hours ago
Here's What Spotify Looks Like on Apple's HomeView
Here's What Spotify Looks Like on Apple's HomeView
12 hours ago
iOS 27.2.1 Coming Soon, iOS 27.3 Beta Likely Available Tomorrow
iOS 27.2.1 Coming Soon, iOS 27.3 Beta Likely Available Tomorrow
13 hours ago
Mark Gurman: Apple Initially Aimed to Release iPhone Duo in November
Mark Gurman: Apple Initially Aimed to Release iPhone Duo in November
13 hours ago
Best Early Black Friday Deals on Apple Products Available Now
Best Early Black Friday Deals on Apple Products Available Now
14 hours ago
Apple Isn't Done With 2026: Here's What's Still Coming
Apple Isn't Done With 2026: Here's What's Still Coming
14 hours ago
Apple 'HomeView Ultra' With 9-Inch 360º Screen Detailed in New Report
Apple 'HomeView Ultra' With 9-Inch 360º Screen Detailed in New Report
14 hours ago
Apple TV 4K Pre-Order Discount Returns at Amazon
Apple TV 4K Pre-Order Discount Returns at Amazon
15 hours ago
Zoom and These Microsoft Apps Now Optimized for iPhone Duo
Zoom and These Microsoft Apps Now Optimized for iPhone Duo
15 hours ago
Canva Brings Free All-in-One Affinity App to iPad
Canva Brings Free All-in-One Affinity App to iPad
15 hours ago
iPhone Duo: Latest Buyer Wait Times
iPhone Duo: Latest Buyer Wait Times
17 hours ago
iPhone Duo Owners Can't Change Display Zoom After Setup
iPhone Duo Owners Can't Change Display Zoom After Setup
13 hours ago
Apple HomeView Could Double as a Security Camera
Apple HomeView Could Double as a Security Camera
19 hours ago
Apple Launching Five New Products This Friday
Apple Launching Five New Products This Friday
20 hours ago
Nearly Every M5 MacBook Air Now $200 Off on Amazon
Nearly Every M5 MacBook Air Now $200 Off on Amazon
2 days ago
Apple's HomeView Ships With Six-Month-Old Software
Apple's HomeView Ships With Six-Month-Old Software
2 days ago
Three New iPads Rumored to Launch in First Half of 2027
Three New iPads Rumored to Launch in First Half of 2027
2 days ago
Apple Offers Steps to Fix Daylight Saving Time Bug on Apple Watch
Apple Offers Steps to Fix Daylight Saving Time Bug on Apple Watch
2 days ago
Apple Watch Ultra 4 Hits All-Time Low Price With Amazon's $99 Discount
Apple Watch Ultra 4 Hits All-Time Low Price With Amazon's $99 Discount
3 days ago
Reminder: Apple's Big Discount on Beats 360 Ear Cushions Ends Today
Reminder: Apple's Big Discount on Beats 360 Ear Cushions Ends Today
3 days ago
Here's a New Tour of Apple's HomeView Software
Here's a New Tour of Apple's HomeView Software
3 days ago
Apple Reveals New iPad Mini's Battery Capacity
Apple Reveals New iPad Mini's Battery Capacity
3 days ago
Top Stories: Apple's Big MacBook Pro, iPad mini and iMac Updates
Top Stories: Apple's Big MacBook Pro, iPad mini and iMac Updates
3 days ago
'Pluribus' Season 2 Reportedly Starts Production Today
'Pluribus' Season 2 Reportedly Starts Production Today
3 days ago