Apple Inc. is set to make a significant push into the gaming market with the introduction of a dedicated gaming app, slated to debut just days after the highly anticipated launch of Nintendo’s Switch 2 on June 5, 2025. According to Bloomberg, the new app will be preinstalled on iPhone, iPad, Mac, and Apple TV devices later this year, positioning Apple as a formidable player in the gaming industry.
The app, which will replace the existing Game Center service, aims to serve as a centralized hub for gamers, offering a seamless experience for launching games, tracking in-game achievements, accessing leaderboards, and facilitating communication and social features.
This move consolidates previously scattered gaming functionalities across Apple’s ecosystem, enhancing user engagement and developer integration.
Strategic Timing and Market Ambitions
The timing of the app’s reveal, expected during Apple’s Worldwide Developers Conference (WWDC) on June 9, 2025, is strategic, coming just four days after the Nintendo Switch 2 launch. This positions Apple to capture attention in the gaming space as Nintendo’s next-generation console generates significant buzz.
Apple’s acquisition of RAC7, the studio behind the popular Apple Arcade title Sneaky Sasquatch, further underscores its commitment to gaming, though the company has emphasized that this acquisition is a unique circumstance rather than a shift toward owning more studios.
The app will be a cornerstone of Apple’s broader gaming strategy, which includes leveraging the power of its A-series and M-series chips to deliver high-performance gaming experiences.
With gaming accounting for approximately two-thirds of App Store revenue through games and in-app purchases, Apple is keen to establish itself as a leader in the market, competing not only with consoles like the Switch 2 but also with other mobile and PC gaming platforms.
Key Features of the Gaming App
- Game Launcher: A unified platform to launch games across iPhone, iPad, Mac, and Apple TV.
- Centralized Hub: Consolidates achievements, leaderboards, and social features for a cohesive gaming experience.
- Cross-Platform Support: Designed to work seamlessly across Apple’s ecosystem, including games downloaded outside the App Store on Mac.
- Preinstalled Software: Will come preloaded with iOS 19, iPadOS 19, macOS 16, and tvOS 19, ensuring broad accessibility.
Industry Context
Apple’s gaming app debut follows its 2019 launch of Apple Arcade, a subscription service that has seen successes like Sneaky Sasquatch. The new app builds on this foundation, aiming to attract both casual and hardcore gamers while appealing to developers with a streamlined platform for showcasing their titles.
The move comes as Apple faces competitive pressures, including potential tariffs on iPhone production, which could impact its broader business strategy.
Availability and Next Steps
The gaming app is expected to be officially unveiled at WWDC 2025, with a full rollout alongside iOS 19 and other operating system updates in September 2025.
This timeline aligns with Apple’s typical software release cycle, coinciding with new iPhone launches. Apple’s latest venture signals its ambition to redefine gaming on its platforms, leveraging its ecosystem’s strengths to challenge established players like Nintendo and beyond.
