Apple has officially kicked off the holiday season. Festive decorations have gone live in both the online store and Apple Stores worldwide, marking the start of the company's most lucrative period of the year. In addition to new color schemes and holiday designs, Apple is also offering extended return policies for all purchases made during the holidays.
As in previous years, Apple is using November to bathe its brand in a festive light. While other manufacturers are still waiting for Black Friday, Apple is already in the thick of the holiday season. The stores are decorated, the online store boasts a fresh design, and the return policies have been adjusted for the holidays. In 2025, Apple is implementing a new color scheme that perfectly complements the current iPhone generation and shapes this year's campaign.
Apple Stores in Christmas mode
The Christmas decorations are now visible in all Apple Stores. The online store layout has also been redesigned to visually usher in the season. The main colors of this year's design are orange and blue – a nod to the iPhone 17 Pro colors Cosmic Orange and Deep Blue. The design incorporates the clean lines and minimalist style for which Apple is known, combined with warm lighting accents and a wintry atmosphere.
While stores worldwide are setting up their decorations, the Christmas theme is already fully visible in the online store. Here, Apple is using subtle animations, seasonal banners, and product suggestions designed to make shopping during the holidays easier. The combination of festive visuals and typical Apple aesthetics creates a consistent brand experience – both digitally and in-store.
No new products for the start of the Christmas season
There was speculation beforehand that Apple might unveil new products at the start of its holiday campaign. A new Apple TV 4K model, a HomePod mini 2, and the AirTag 2 were particularly rumored. However, no such announcement has been made so far.
Although the holiday season is traditionally not the time for major product launches, Apple has made exceptions in the past. The AirPods Max were released in December 2020, and the Mac Pro appeared in December 2019. Both products demonstrate that late announcements are certainly possible. Nevertheless, it would be unusual for Apple to release new devices after the official start of its holiday campaign. Currently, everything indicates that major new releases are not expected until 2026.
Extended return period for all purchases
In addition to the new decorations, Apple has also activated its annual change to its return policy. As every year, an extended return period applies during the holiday season for all eligible products purchased in the Apple Store or online.
According to Apple's website , products ordered or delivered between November 12, 2025, and December 25, 2025, can be returned until January 8, 2026. This gives customers significantly more time than the usual 14-day return period. The policy is intended to ensure that gifts can be easily exchanged or returned after the holidays. As always, certain product categories are excluded. These include:
- Apple Gift Cards (including older versions)
- open software
- electronic software downloads
- Software update programs
- Apple developer products, including WWDC tickets or memberships
With this policy, Apple creates a relaxed shopping experience each year for everyone who wants to buy gifts early without having to worry about potential returns. Anyone who buys a product in the Apple Store now can return it risk-free until the beginning of January.
Christmas time at the Apple Store
The extended return period isn't the only measure being taken to kick off the season. Apple is using the holiday season to specifically highlight its latest products. These include the iPhone 17 Pro, the Apple Watch Series 10, the AirPods 4, and the MacBooks with the M4 chip. The online store also features curated gift ideas – including recommendations for tech enthusiasts, creatives, and frequent travelers.
The goal is to make shopping as easy and inspiring as possible. In physical stores, employees actively assist with gift advice and showcase new products in a festive setting. With its combination of design, service, and atmosphere, Apple clearly distinguishes itself from traditional electronics retailers.
Christmas at Apple: More than just a sales season
With the official launch of the 2025 holiday season, Apple once again demonstrates its consistent integration of design, marketing, and customer experience. The festive orange and blue decorations create a modern and inviting look, while the extended return policy makes shopping more convenient.
No new products have been announced yet, but the current product range offers enough choice for every gift budget. Apple thus manages to stage the holiday season not just as a sales period, but as a brand experience – stylish, clear, and typically Apple. (Image: Apple)
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