Apple ought to launch customization ‘theme packs’ to maintain its gadgets extra enjoyable

Famously, throughout the launch of the primary iPad, Apple co-founder Steve Jobs as soon as claimed that “expertise alone isn’t sufficient,” arguing that it was “expertise married with the liberal arts, married with the humanities, that yields the outcomes that makes our hearts sing.” That was usually taken as a bit pretentious on Jobs’ half, however the final level was that expertise should not be an insular factor. Units are utilized by people, and people care in regards to the inventive. They need pleasing type components. They need good fonts. They need to have the ability to draw, listen to music, and browse their images, not simply jam out spreadsheets and code in essentially the most environment friendly approach doable.

Apple has largely carried on that precept, if not taken it to extremes when you think about gadgets just like the iPhone Air. However for all of that, it appears to me that the corporate is lacking out on an apparent approach to exploit its philosophy that does not contain spending a fortune on new classes or type components, and even new apps and equipment: giving clients extra methods to customise software program on a extra frequent foundation. It is a easy concept, however there’s lots value elaborating on.

What’s improper with what Apple’s already doing?

Work to rule

I would not say Apple is doing something improper, per se. Its huge September updates to iOS, macOS, and iPadOS inevitably embrace new wallpapers and customization choices, as an example altering what you are able to do with widgets or your lockscreen. tvOS will get occasional screensaver additions, whereas watchOS will get a couple of new watchfaces, and up to date “seasonal” colour palettes. Apple is overdue for launching a third-party face gallery, however I digress.

My difficulty is the remainder of the 12 months. The corporate releases a tiny little bit of Black Historical past Month materials in February, and comparable Pleasure Month materials in June…after which, nearly nothing. There’s not often any materials related to Christmas, Eid, Hanukkah, Diwali, or different main non secular holidays, and largely secular occasions like July 4th and Halloween get quick shrift, too. Even if you’re deeply invested in issues like black historical past and LGBT rights, you may be disenchanted by what Apple places out. The 2025 Black Historical past pack consisted of a single Unity wallpaper in a couple of variations, and a single watchface restricted to an imprecise analog dial with simply two problems. Look, a lot of my household is black — however I must know time right down to the minute, and I have been spoiled by the Modular Extremely face, which permits as much as seven problems.

To be truthful, lots of people are effective with current choices, and like their very own wallpapers anyway. I am in all probability far too invested in customized wallpapers, the truth is — my iPhone’s homescreen cycles via dozens of them each week, and I am at all times on the hunt for extra. I do know plenty of different individuals are effective with a single image of their accomplice, household, or pet.

There’s undoubtedly a gaggle on the market, although, that may get enthusiastic about new customizations dropping each month, or no less than each few months. Everybody likes free stuff, and Apple has entry to tons of {of professional} artists, in addition to the heart of its working programs. It may pull off some distinctive visible aptitude. If it wished to, it may launch new icon packs, new filters, and new fonts, permitting everybody to create a glance that is one-of-a-kind. That may be a effective approach to upend the flexibleness its rivals are identified for.

These adjustments would not essentially persuade anybody to purchase an iPhone or a Mac for the primary time, however it will be one other incentive to remain within the Apple ecosystem. Folks leaping ship to Android or Home windows may miss their month-to-month hit, a lot in the identical approach that I would miss my weekly hit from Spotify’s Launch Radar if I jumped ship to Apple Music. After I phrase it that approach, it is obscure why Apple is not already invested in an idea like theme packs.

The obstacles

What’s holding Apple again, and a few last ideas

The obvious clarification on paper is that Apple has restricted sources. That may sound ludicrous to a few of you, since I am speaking a couple of four-trillion greenback megacorporation, however the firm does have many various product strains, all of which demand an enormous quantity of labor simply help their current software program. The thought of splitting or increasing sources to make issues a bit of prettier could also be laborious to justify, notably with Apple Intelligence and Siri nonetheless languishing years behind Google Gemini. The thought of ramping up customization might not have even crossed the C-suite’s thoughts. Heck, it is on the verge of reinvigorating its smart home lineup via merchandise like a hub show.

It is fairly clear, nevertheless, that Apple truly does have sources to spare. It spent billions of {dollars} on its Apple Automotive challenge, partaking in a poaching battle with Tesla, solely to cancel it unceremoniously because it wavered on what the last word objective was. Probably the most we acquired out of it — if something — might have been CarPlay Extremely and a few enhancements to Apple Maps. If it could possibly afford that, it could possibly afford to commit a couple of million {dollars} yearly in direction of one thing extra of its clients can make the most of.

Maybe Apple is frightened about sustaining a constant aesthetic. It is a generally accepted cause why Apple took so lengthy to allow us to tint icons a special shade, and why it nonetheless limits watchfaces. The extra customizable issues are, the upper the prospect of clashing and even damaged interface parts, which could flip some individuals off and have an effect on word-of-mouth. Definitely, some customers appeared to throw style out the window when iOS 18 arrived.

It is as much as clients to resolve what constitutes “style,” although. Somebody who buys an Apple product does not simply think about it a portal into different services and products — they (rightfully) think about it their property and an extension of their character. Most individuals are additionally sensible sufficient to acknowledge that in the event that they tweak one thing, and it does not look nice, that may be their very own fault. If I do not just like the look of a neon-green kitchen renovation, I’ll blame my very own choices, not the corporate that bought me the brushes and paint cans.

Is there an opportunity Apple goes to take up the concept of extra content material releases and customization choices, maybe beginning with iOS 27? It is doable, however I doubt it. Rumors recommend that Apple’s huge focus in 2026 will likely be creating an interface for the iPhone Fold, demanding not only a larger and extra versatile format, however the addition of multi-window help and another fully new capabilities. It is not even clear that Apple will ship on the Siri upgrades it first promised in 2024. I am simply hoping that op-eds like it will hold the significance of personalization on Apple’s radar by making a sound enterprise case.