Apple Marketing New iPhones on a .Apple Domain Name

Apple is now using its .Apple domain name extension in a meaningful way.

According to an article written by Benjamin Mayo in 9to5Mac, Apple is using Experience.Apple as a marketing tool for its new line of iPhones, the iPhone XS and iPhone XS Max. From the article:

“Apple is using its own top-level domain in a major way for the first time. Visit on a mobile device to see the new microsite for iPhone XS and iPhone XS Max.”

A Google search for “site:.Apple” shows just two other .Apple domain names indexed: Newsroom.Apple and Nic.Apple. The newsroom url forwards to a page within, and it is primarily used as a link sharing url. The Nic url also forwards to a page within Apple’s .com website that discusses the .Apple TLD policies.

Surprisingly, the company did not register the matching domain name in the event of typos. My guess is the company is either unworried about potential typos or is only using its Experience.Apple landing page for social shares and the company doesn’t think there will be much direct navigation. It would probably be unwise for someone other than Apple to buy that domain name because it would certainly be a legal liability.

I think it’s neat to see Apple using one of its .Apple domain names.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


  1. I agree, this is huge–once a major brand such as Apple starts using their dot brand, others will follow. That will continue the acceptance of new gTLDs. I don’t think .COM will lose value–the new gTLD domains will become more valuable, as they’ll become more universally accepted.

      • In my opinion the .xyz extension just doesn’t hold the weight or aesthetically pleasing look or sound that more descriptive extensions like .apple, .news, .company and many of the other great new extensions released do.

        I would put .xyz in the .biz arena. Although .biz may be shorter, if I was considering .biz, I’d go with a .business instead because .biz always looked to me like a one upon a time trendy word for business that never really caught on for the long haul in the business world. Sure people may still say the word now and then, but having the actual keyword .business looks aesthetically better to me.

        It’s why I enjoy the new g’s. Not only are they useful and ranked equally in SEO, but they are aesthetically pleasing, descriptive and there are many short variations you can still register to start a company on that work like any legacy extension.

  2. If a lot of the world’s biggest and most influential corporations roll out more new gTLD websites and/or brand TLD sites, it should create some real momentum and drive wider acceptance in the longer term. It doesn’t mean they will switch from their dotcoms, it just means the universe is expanding.

    Amazon is now using

    Amazon has more than half a million employees so obviously their job site must be getting massive traffic. A lot of people will be getting accustomed to visiting this dot jobs site.

    The corporate philosophy expressed on this important site is appropriate to the use of an unconventional domain:


    “We’re a company of pioneers. It’s our job to make bold bets, and we get our energy from inventing on behalf of customers. Success is measured against the possible, not the probable.”

  3. Using the .apple extension may not be as huge as I said earlier but I do think it’s really good for new gtlds. Apple’s user base is exactly the target of these extensions and the more they are used by companies like Apple the more traction they will get. Just for the record I own zero new extensions but the more I see things like this the greater the chance of adding a few to my portfolio get.

  4. I think that this is important, but not mainly because Apple is using a new extension. I think the real significance is that one of the world’s most respected companies is using a domain name phrase: Apple is arguably the world’s most respected company in terms of elegant and functional design. Marketing with a phrase such as is also elegant design. Writing this memorable two word phrase in a Tweet and adding a period instead of a space makes it instantly a clickable hyperlink. Yes, domain phrases have been used for years, but an organization with the impact of Apple using one prominently for promotion of their most important product makes a difference. This will be good for those new domain extensions that are well suited for domain name phrases. Apple has used a number of new extensions in the past (site, website, news, technology, xyz and others). It is the use of a prominent domain name phrase that is what is important here (as well as finally using their .apple extension meaningfully). A bright day for new extensions! Thanks for alerting us all to this, Elliot.


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