Every year, WWDC serves as Apple’s grand stage for innovation, where new software, bold ideas, and polished keynotes take center spotlight. But 2025 feels different. Hours before Tim Cook even takes the stage, the buzz isn’t just about iOS updates or Apple Intelligence. It’s about the merch. Yes, the merch. This year’s WWDC 2025 limited-edition apparel drop has Apple fans in their nostalgic feelings. The company has gone retro, reintroducing the iconic rainbow logo on black and white hoodies, tees, and—because Apple’s nothing if not thorough, even baby onesies. It’s minimal, striking, and deeply referential. But what makes this merch hit harder is what it calls back to: a strange, wonderful chapter from Apple’s past that you may have forgotten, the Apple Collection of 1986.
WWDC, or the Worldwide Developers Conference, is Apple’s annual event where the company connects directly with its global developer community. Traditionally held each June, WWDC serves as the launchpad for Apple’s latest software innovations, offering first looks at major updates to iOS, macOS, watchOS, tvOS, and now visionOS. The conference kicks off with a keynote presentation, often led by CEO Tim Cook, where Apple unveils new features, tools, and sometimes even hardware. Beyond the keynote, WWDC includes a week of in-depth sessions, hands-on labs, and developer forums designed to help engineers and creators build better apps and experiences across the Apple ecosystem. It’s not just a tech event, it’s a glimpse into Apple’s roadmap for the year ahead.
From Garamond to Greatness
In 2025, the rainbow logo on soft cotton hits different. There’s something powerful about seeing Apple nod to its roots. These aren’t just logo tees, they’re time machines, bringing back the magic of the Garamond font and the original Apple spirit. At a glance, they scream clean design. Look closer, and they are filled with history. But this isn’t Apple’s first trip down the fashion rabbit hole.
Back in 1986, long before the iPhone and even before Apple became a household name, the company released The Apple Collection. It was bold, loud, and quintessentially 80s. Neon windbreakers, preppy polo shirts, dad hats, and yes, even beach towels and windsurfing sails. The whole thing read like a Wes Anderson fever dream wrapped in a tech startup’s marketing budget.
The designs? Corporate kitsch at its finest. The product copy? Hilarious, “perfect for the courts or the club” and “after a rough day windsurfing, the Apple sweatshirt is just the thing.” And while it never became a commercial hit at the time, it has aged into cult coolness. Today, vintage pieces from The Apple Collection fetch a small fortune on resale sites, proudly worn by collectors, creatives, and tech nostalgists alike. It’s fashion history.
The Clothing Continues
Apple never fully let go of clothing. Even after Steve Jobs’ failed attempt to introduce employee uniforms (his proposal for a matching vest was famously booed), the company quietly continued to produce Apple-branded apparel. From velour Fred Perry tracksuits to bold varsity jackets and windbreakers, Apple was seeding its identity in fabric long before Silicon Valley was cool.
In more recent years, the brand has intentionally threaded itself into the fashion world. There was the 2014 Apple Watch debut at Parisian concept store Colette, the high-profile Hermès collaboration in 2015, and the 2016 Met Gala partnership—where Apple’s then-Chief Design Officer Jony Ive co-chaired the event alongside Anna Wintour. Apple’s long game has always been about aligning innovation with taste, and it’s paid off.
More Than Just Hype
This year’s WWDC merch isn’t a gimmick, it’s the 2025 playbook in action: archiving the past to shape its future. It’s a deliberate act of storytelling, a visual callback to the days of Garage Bands and candy-colored iMacs. And at a time when the company faces mounting scrutiny, from DOJ lawsuits to growing questions about its AI leadership, it’s a smart, calculated move. The world Apple built is nearly untouchable. Its products still package wonder and mystique in brushed metal and backlit screens. But Apple also understands the power of memory, of nostalgia and the growing space of Apple Archives. This merch quietly gives the consumer something they have been dying for.
What’s Next?
WWDC 2025 promises big reveals. Rumours swirl about Apple ditching the iOS 19 and WatchOS 12 naming convention for year-based titles like iOS 26 and WatchOS 26. A sweeping visual overhaul, inspired by VisionOS, could unify Apple’s entire ecosystem. The keynote might mark a pivotal shift, especially with the stakes as high as they are. But before any of that, Apple is giving us a moment to remember. To smile. To wear something that feels less like marketing and more like memory. So whether you’re queueing up for a hoodie, refreshing your feed for keynote leaks, or just vibing on the nostalgia, it’s clear: Apple’s retro revival isn’t just a flex. It’s a feeling. And we’re here for it.
