Apple is now using its .Apple domain name extension in a meaningful way.
“Apple is using its own top-level domain in a major way for the first time. Visit http://experience.apple/iphone/ 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 Apple.com, 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 ExperienceApple.com 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.