Apple has added a new category to its App Store, allowing iPhone and iPad and Apple TV users to shop for… shopping apps.
The new Shopping section, which showed up on Friday, is likely geared towards showcasing applications that accept Apple Pay either in app, or in retail stores.
Apple seems to be focusing more closely on shopping in recent times, especially given it can take a cut of anything it sells through Apple Pay.
Of course, all of these apps already exist in the store and they’ve simply been lifted from ‘Lifestyle’ into their own category.
The removal of the shopping big guns will surely give those apps with a genuine lifestyle focus a little more room to breathe.
Among the new Shopping essentials are the likes of Groupon, eBay, Easy, Target and, of course, the Apple Store. There are sections for department stores, groceries, fashion and more.
The new Apple TV also gains the Shopping section to join the exiting Games and Entertainment categories.
During the recent Hey Siri event, the firm placed a heavy focus on how the experience of shopping through Apple TV apps like Airbnb and Gilt can add a new dimension to the act of parting with your cash.