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Apple on Wednesday launched in-app events, a new App Store feature that allows developers to create and promote special events like game tournaments, live sports, movie premieres and more.
The first batch of in-app events are now live on the App Store, with Apple touting the new feature in a Today feed post and email correspondence to customers.
New cards that appear in the iOS 15 and iPadOS 15 App Store advertise in-app events, allowing users to navigate directly to ongoing events if the host app is installed. Alternatively, an option to download a supporting app is provided through the card interface. Users can also set calendar reminders to participate in future events via an embedded alarm button.
Beyond the App Store cards, details about current and future in-app specials are displayed in a new section on App Store product pages.
Apple is already curating events across the App Store, posting new and noteworthy happenings on the Today, Games and Apps tabs. The company’s first picks revolve around Halloween and include Call of Duty: Mobile’s zombie-spawning Undead Siege survival mode, limited-edition Pokemon Go characters and a PUBG Mobile event featuring monsters and the popular “Infection” game mode. All events are happening now.
Looking ahead, Apple highlights upcoming events in Clash Royale, Genshin Impact and Rise of Kingdoms. Movie and television premiere events are expected to debut in the coming weeks on Disney+, Hulu, Paramount+, HBO Max and ESPN.
Unveiled at WWDC 2021, in-app events are new to iOS 15 and provide developers a means to attract new customers or keep existing users interested in their content. Apple announced an official launch date last week.
The UK's Supreme Court is allowing Google to appeal the verdict of the lawsuit that claimed it tracked iOS Safari users without their consent.
Apple this week reduced estimated maximum trade-in values for flagship devices including iPhone, iPad and Mac, with some products seeing an up to 16% change from previously offered prices.
Netflix has announced that Netflix Games, which is included in the company's existing subscriptions, is now available on iOS — about one week after the new feature debuted on Android.

The new Beats Fit Pro offer Active Noise Cancellation in a package that's cheaper than the AirPods Pro. Here's how they fare against the AirPods Pro and its lower-priced stablemate, AirPods.
Apple's new 16-inch MacBook Pro with the M1 Max processor is undeniably a powerhouse. Here's how it compares to Apple's Intel-based Mac Pro tower, and why folks that rely on that machine may need to consider the laptop as a viable upgrade.
Apple used the Razer Blade 15 Advanced as a point of comparison for the performance of the M1 Max chip. Here's how the rest of the notebook compares against the 16-inch MacBook Pro.
Apple's new MacBook Pro range is powerful, but how does it compare against a gaming notebook? Here's how the 16-inch MacBook Pro fares against the Lenovo Legion 5 Apple used in its M1 Max benchmark tests.
As Apple introduces its updated designs of MacBook Pro to the world, some other notebook producers are arguably moving in Apple-like ways. Here's how the latest 16-inch MacBook Pro compares to the Dell XPS 17.
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The UK's Supreme Court is allowing Google to appeal the verdict of the lawsuit that claimed it tracked iOS Safari users without their consent.
Apple this week reduced estimated maximum trade-in values for flagship devices including iPhone, iPad and Mac, with some products seeing an up to 16% change from previously offered prices.
Netflix has announced that Netflix Games, which is included in the company's existing subscriptions, is now available on iOS — about one week after the new feature debuted on Android.
The new Beats Fit Pro offer Active Noise Cancellation in a package that's cheaper than the AirPods Pro. Here's how they fare against the AirPods Pro and its lower-priced stablemate, AirPods.
Apple's new 16-inch MacBook Pro with the M1 Max processor is undeniably a powerhouse. Here's how it compares to Apple's Intel-based Mac Pro tower, and why folks that rely on that machine may need to consider the laptop as a viable upgrade.
Apple has launched the latest update to the AirPods line, with the third-generation model offering Spatial Audio support alongside design refinements. Here's how the new personal audio accessories fare compared against its predecessor, the second-generation AirPods.
Apple's comparisons between the new MacBook Pro models and other high-performance notebooks used the MSI GP66 Leopard for some of its comparisons. Here's how MSI's notebook and the 14-inch MacBook Pro compare across a broader selection of features.
The new MacBook Pro has an evolution of the year-old Apple Silicon, bringing both more computing power and graphical ability to the new models. Here's how the M1 Pro and M1 Max compare against the original, and how it impacts the Mac lineup.
Apple's 14-inch MacBook Pro can be as fast and give as much to users as the 16-inch MacBook Pro — with some caveats
Cove is a wearable device that promises to reduce your stress and improve your sleep in just 20 minutes a day with no effort on your behalf, which may just be too good to be true.
If you don't want to entirely rearrange your desk setup to accommodate an under-desk treadmill nor to balance precariously on a bike desk all day, Cubii gives you a quiet, low-impact way to stay active at your desk.
AirPods as a whole have earned their status as the most popular true wireless earbuds, and the AirPods 3 brings more new features, but they fit in a strange spot in the Apple and Beats lineup.
OWC's Thunderbolt Hub is the world's first dock that will give you more Thunderbolt 3 or 4 ports than it occupies on your MacBook Pro, but it's not for everybody.
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