Apple has launched Apple Invites, a new event-planning application designed for iPhone users with an iCloud+ subscription, marking the latest addition to its growing services business. The app enables users to create and send digital invitations, manage RSVPs, and integrate features such as Apple Music collaborative playlists, Maps, and Weather forecasts. While recipients do not need an Apple device or an iCloud subscription to RSVP, only iCloud+ subscribers, starting at $0.99 per month, can create and send invitations.
The Apple Invites app closely mirrors Partiful, a free event-planning startup that has gained traction among Gen Z users since its 2020 launch. Both platforms offer a mobile-friendly interface for managing events, but Apple's version is tightly integrated into its ecosystem, leveraging Apple Intelligence to generate AI-powered invitation images and assist with writing invitations. The app also allows users to add event photos and videos to a Shared Album.
Apple's move reflects its ongoing strategy to expand recurring revenue streams through its services division, which has become the company's second-largest business behind the iPhone. In the December quarter, Apple's services segment, which includes iCloud, Apple Pay, and the App Store, generated $25 billion in sales with a 74% gross margin, significantly contributing to the company's profitability.
The launch of Apple Invites aligns with Apple's broader push to encourage users to upgrade from free iCloud storage to paid tiers. In addition to cloud storage, private browsing VPN, and custom email domains, iCloud+ now includes features aimed at social engagement, such as this new event-planning service. The company has not disclosed the number of iCloud+ subscribers, but Apple previously stated it has 1 billion total subscriptions, which includes App Store purchases and direct iCloud subscriptions.
Apple Invites is available to users running iOS 18 and later and can be accessed via the web. The app offers customization options, allowing hosts to use personal photos, built-in backgrounds, or AI-generated images when creating event invitations. The addition of collaborative Apple Music playlists and real-time Weather integration further enhances the event-planning experience.
While Apple has yet to comment on direct competition with Partiful, the startup did not immediately respond to requests for comment. Partiful's free model contrasts with Apple's paywalled invitation service, though Apple's ecosystem integration may attract users already subscribed to its broader service bundles, which range from $1 to $38 per month.