Apple has revamped the accessories section in its online store and Apple Store app. New features include a product bar at the top of the page, curated collections, and significantly more refined filters. The changes have also been implemented in the German store – with one difference.
Anyone looking for a cable, case, or wristband on Apple's website previously ended up on a list primarily sorted by device family. This has changed with the redesigned accessories page, which went live last week. We tested the German version on a Mac: The redesign works the same way in Germany as it does in the US.
This is Apple's second overhaul of the shopping experience in just a few weeks. In July, evidence of an AI shopping assistant was already found in the Apple Store app.
Key Facts at a Glance
- The accessories homepage features a product bar with nine entry points, ranging from iPhone to Beats.
- Curated collections group accessories by occasion rather than by device.
- In the German version, four of these collections are available to choose from, while in the USA there are five.
- Category pages have new filters for accessory type, compatibility, brand, color, and Apple exclusivity.
- A direct link, „Ask our Specialists,“ is located in the top right corner of the homepage.
What's changing on the homepage
The most noticeable change is located directly below the heading. A bar with nine product icons leads to iPhone, iPad, Mac, Apple Watch, Apple Vision Pro, AirPods, TV & Home, AirTag, and Beats. What was previously a menu item is now the first visible entry point.
Below this is a section for new products, followed by thematic sections. These cover charging accessories, home office, tools for creatives, health & fitness, sound accessories and AirTag, and each leads to the appropriate category.
In the upper right corner, there are two direct links that were previously missing: "Ask our Specialists" and "Find the Apple Store". The first opens the consultation without having to switch to support.
Four curated collections – one fewer than in the USA
Under the heading "Our Highlights. Soon Yours Too." lies the truly new feature: switchable collections that group accessories by occasion instead of by device. In the German version, there are four.
| Collection (Germany) | Equivalent in the US store |
|---|---|
| Top recommendations | Power Picks |
| New Colors | Fresh Colors |
| Perfect for on the go | Travel Ready |
| Working from home | Work from Home |
| – | Student Life |
The fifth US back-to-school collection has no equivalent in the German store. This makes sense given the timing: the school year starts in August in the US, while summer vacation is still underway in Germany. Whether the selection will be added later remains to be seen – Apple noticeably changes these collections throughout the year.
New filters in the categories
Apple has also made improvements at a deeper level. The category pages now offer five filters: accessory type, compatibility, brand, color, and "Only at Apple." In addition, there's a sorting option that defaults to "Recommended."
The compatibility filtering feature is particularly time-saving. Previously, anyone wanting to know which cable fits their device had to piece that information together from the product descriptions – and with USB-C, that's not exactly straightforward.
The "Only at Apple" filter limits the results to products that are not otherwise available in stores. Third-party accessories such as Belkin, Twelve South, or ShiftCam remain visible and can be selectively shown or hidden using the brand filter.
Why the redesign reveals more about Apple's accessories business than the website
A newly reorganized shop sounds like cosmetics. The reason likely lies elsewhere: Apple's accessory offerings have grown significantly in recent years, primarily due to third-party manufacturers. A list organized by device family no longer scales effectively – someone looking for a stand isn't likely to think of an iPhone or iPad first.
The themed collections are the answer to this, and they also serve as a sales tool. Those who open "Work from Home" will see a selection curated by Apple – not the full product range.
The new section is still practically useful, especially because of the filters. If you previously searched for compatibility in the accessories section, you can now save yourself the detour of visiting individual product pages. However, checking other retailers for price comparisons remains advisable – Apple's own store is rarely the cheapest place for third-party accessories. (Image: Apfelpatient)
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