Apple to Preload Gaming App on New Devices

Apple is reportedly developing a dedicated gaming application focused on enhancing player experiences.

A recent Bloomberg report corroborates earlier rumors from late last year suggesting the tech giant aims to position itself as an industry leader in gaming. Insider sources indicate an official announcement will likely occur at Apple's Worldwide Developers Conference on June 9.

The application is expected to come pre-installed on all new Apple devices—including Apple TV—later this year. Functioning similarly to Steam for PC, it will serve as a unified gaming hub featuring achievement tracking, leaderboards, chat functionality, and more, effectively replacing the current Game Center. Bloomberg's report also mentions planned Mac compatibility to support games downloaded outside the App Store ecosystem.

Though Apple hasn't officially commented, its recent acquisition of Sneaky Sasquatch developer RAC7 Games suggests serious gaming ambitions.

While Apple isn't traditionally viewed as a gaming company, its devices dominate mobile play. iPhones generate approximately two-thirds of App Store revenue from games and in-app purchases. However, Bloomberg's sources note Mac computers still struggle with perceptions regarding high-end gaming performance compared to Windows systems.

Industry analysts anticipate the gaming app will launch alongside iOS 18, expected this September.

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The news comes as Apple remains locked in legal disputes with Epic Games regarding Fortnite's App Store availability and broader platform revenue models. Last week saw Fortnite's triumphant return to iPhones topping U.S. download charts—five years after its controversial 2020 removal.

The initial ban occurred when Epic implemented direct payment options bypassing Apple's 30% platform fee. Despite Apple's estimated $1 billion+ in lost revenue during Fortnite's absence, the returned version retains alternative payment methods.