For WWDC 2025, Apple parked a new fashion line amid its tech showcase. At the Apple Park Visitor Center, lines formed early on June 9 as developers and fans queued for retro hoodies and sweatshirts. Sold only there, the apparel revives Apple’s original six-color logo from 1977, marking the event’s most ambitious merchandise lineup to date.
Retro logos return
Apple Park Visitor Center opened its doors to WWDC-only merchandise on June 9. Attendees found hoodies in black and white. They display the six-color striped Apple logo with the lowercase “apple” tucked into its famous bite. Hunter Harris captured the moment on Twitter, where his tweet earned over 2.7K likes.
Exclusive event collection
This marks the broadest release of the retro logo since Apple moved to monochrome icons in 1998. Previously, the store offered select items like Ted Lasso gear in 2023. However, this year’s drop includes sweatshirts, shirts, and hoodies. CNET first spotted the rainbow apparel on Instagram, while Supreme_leaks_news shared images of former CEO John Sculley wearing a six-color sweatshirt. Social media lit up with #WWDC25 as attendees posted selfies.
Design roots and legacy
Rob Janoff created the original rainbow logo for $100,000 in 1977, blending color and bite. Then in 1984, Landor Associates simplified it by removing text, leaving only the vibrant stripes. For decades, Apple shifted to single-color icons, making this WWDC gear a rare nod to its design origins.
Purchasing and availability
WWDC attendees must present their conference badge at checkout. Limited stock of each design—estimated at a few hundred units—sparked brisk sales. Moreover, store staff track quantities per person to ensure fair distribution among developers and guests.
Collector buzz
By midday, some fans listed hoodies on resale sites for higher prices. This secondary-market activity reflects strong collector interest. Therefore, the retro line has become as sought-after as limited-edition tech gear.
Future of event merch
Analysts predict that retro apparel may reach flagship stores later this year. If demand holds, Apple could expand its rainbow line online and at major retail locations. Consequently, combining software reveals with limited-edition gear may become central to Apple’s event strategy.
