Apple has revamped the look of its online Apple Store to get into the Christmas spirit, and retail stores are being updated to match.
Apple began the holiday season for some users back on November 3, 2025, when it launched its UK-only Christmas Tree project. Now it has re-skinned the online Apple Store, while physical stores are being redressed with holiday decorations.
"Give something special," says Apple on the US and UK websites, while others have a similar sentiment in their local languages. "Find what they've been waiting for all year."
A Shop Gifts button then leads buyers into the online store which has the same devices arranged in the same pattern and sequence has before. But now they have various colorful patterns around them, and the whole store page gets a new border at the top of the screen.
That new border animates as you first go into the online store. It's a little reminiscent of how Siri now displays a glowing, shifting border around an iPhone screen, but here it settles down into a blue and orange stripe.
Apple's new online promotion — image credit: Apple
At the same time, physical stores worldwide are now being redressed in this same holiday season color. There aren't many mentions of this on social media yet, which may just mean that only a few stores have converted so far.
Other than the new decorations, the only change to the Apple Store offerings is regarding their return policy. As ever for the holiday, season the returns window is extended and now runs until January 8, 2026.
There are no discounts or, as yet, the typical gift card offerings, but these may follow later.
