By Ramita Rajaa
Apple’s WWDC 2025 keynote wasn’t just about AI upgrades and immersive design—it was about how, when, and where brands can now connect with customers. In a landscape where loyalty is difficult to earn, marketers need to look beyond the first tap. From Apple Wallet to CarPlay, Apple’s latest operating system updates quietly expand post-purchase infrastructure, real-time visibility, and brand utility.
Here’s a breakdown of key updates every marketer should know about, and how they unlock new moments of customer engagement.
1. iOS 26: Post-Purchase Delight and Connectivity
Apple’s new Wallet Order Tracking feature allows brands to push real-time transaction updates, status changes, or pickup notifications straight to the Wallet app, with no additional apps required. This is a significant upgrade for post-purchase engagement, bringing consistency and visibility to a touchpoint often overlooked.
Brands should explore branded Wallet cards that provide live order updates, regardless of whether the payment for a particular order has been made through Apple Pay.
Brands should also consider transactional push notifications that link back to the Wallet, keeping customers informed and updated throughout the process.
Also notable: CarPlay now supports Live Activities and widgets; a brand-new surface to deliver updates at a glance, from ride-sharing ETAs and payment status updates to food delivery milestones, while the customer is on the move.
2. macOS 26: Native Touchpoints for the Desktop Shopper
Apple has introduced a refined layer of Apple Intelligence into Spotlight search, the capability with which customers can search through their apps, files, and system. The new Spotlight search allows brands to surface personalized recommendations for their apps. For example, brands can offer native desktop commands like “Find my card” or “Track my payment” that work cross-device with iPhones.
In parallel, Live Activities in the Menu Bar let brands show persistent, useful information—think loyalty points, payment countdowns, or bill reminders—without taking over screen space. Brands should leverage Live Activities to keep customers thoughtfully engaged across devices.
3. watchOS 26: Always-On Loyalty Nudges
watchOS 26 brings an improved Smart Stack widget experience. Marketers can now surface contextual reminders such as an expiring payment link, a limited-time discount, or loyalty point updates at the wrist, triggered by time or location.
Gesture Control also makes interacting with brand nudges effortless: customers can now act on notifications with a simple wrist movement. This is perfect for brands offering time-sensitive nudges in banking, retail, or quick-service environments.
Final Take
The thread across iOS, macOS, and watchOS is clear: Apple is expanding the brand-customer interface beyond traditional app silos. These micro-moments, delivered natively, without friction, will shape how brands are remembered.
Marketers should start testing these surfaces now, especially in high-retention categories like banking, retail, travel, and personal finance.
This exclusive article is brought to you by MoEngage. Stay tuned as we bring more insights from WWDC 2025 throughout the week! (The author is Senior Manager: Product GTM, Brand, and Content, MoEngage)