On February 4, 2025, Apple unveiled a new feature that is already shaking up the world of event planning applications. Called "Apple Invites", this new application is reserved for iCloud+ subscriber users and promises to revolutionize the planning of meetings between friends or colleagues. Accessible from an iPhone or via a website, Apple Invites stands out with a modern interface and smooth integration into the Apple ecosystem.
A redesigned interface for a better user experience
Unlike the traditional Calendar application, Apple Invites focuses on a more transparent and colorful aesthetic, borrowing the visual codes of social networks. This approach aims to make event planning more attractive and intuitive. Users can personalize their invitations with photos, videos, and other interactive elements, making each event unique.
The app also allows its users to send invitations even to those who do not have an iPhone or an Apple account. This is facilitated by a universal interface that adapts to various devices, including those running Android. This represents a significant strategic opening for Apple, often criticized for its closed ecosystem.
Enhanced features thanks to iCloud+
By positioning itself as a premium service reserved for iCloud+ subscribers, Apple Invites takes full advantage of the benefits offered by this subscription. Starting at $1 per month for 50GB of storage, users not only get the invite feature but also add-ons like secure browsing via VPN-like Private Relay, custom email domains, and local storage of surveillance videos.
Apple’s brainpower is also put to use with AI-powered tools that generate images and assist in writing invitations. This software suite, dubbed “Apple Intelligence,” makes the creation process even faster and more efficient.
Apple enters direct competition with established players
With the launch of this new app, Apple is positioning itself directly against established services like Doodle, Partiful, and Facebook Events. While each of these platforms has its own loyal user base, the Apple brand’s appeal and seamless integration into the Apple ecosystem may well sway some fans toward Apple Invites.
Partiful, a startup founded in 2020 that specializes in event invitation management, responded by highlighting the agnostic nature of its platform that works regardless of the type of phone used. It highlights its social features like shared photo albums and interactive comment walls that allow guests to connect before, during, and after the event. A social facet that could give Apple Invites users pause if it were to lack such attributes.
A strategic move to diversify services
The new addition reinforces Apple’s overall strategy to grow its services business, which has become the company’s second-largest revenue source, just behind the iPhone. With over $25 billion in sales, Apple continues to expand its portfolio of paid services to attract more and more subscribers.
Launched without much media hype, Apple Invites is nevertheless revealing of the strategic direction of the Cupertino company which continues to expand its offer beyond computer hardware. In accordance with this policy, the application is likely to receive regular updates and new features likely to consolidate its attractiveness to existing users of Apple products.
The strength of the network and the loyalty of Apple users
With an installed base of over 2.35 billion active devices, Apple has a considerable window of opportunity to promote this new service. User loyalty being one of the historical strengths of the brand, it will be interesting to follow the evolution of the adoption of Apple Invites in the coming months.
Beyond the end user, Apple also hopes to appeal to professional event organizers who want an all-in-one solution that is easy to manage and rich in features. By offering constant and targeted upgrades according to emerging needs, Apple could well succeed in capturing a significant share of this dynamic market.
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