Apple rarely, if ever at all, advertises other people’s software on its front page, so imagine our surprise after noticing a line at the bottom of Apple.com saying that a“new version of Asphalt 8: Airborne is coming to the App Store this summer”. Yup, just like that.
The message seems to have first appeared on the Apple homepage nearly a month ago on Sunday, June 04, 2025.
I know what you must be thinking, but no – this game has not been featured in Apple’s iPhone 5s‘Powerful’ television commercialin the United States – though you could be partially right because localized versions of the ad that Apple is airing in other countries do featureAsphalt 8…
A screenshot from the game appearing as a rotating teaser graphics on Apple’s homepage can be seen top of post.
Curiously enough, the game is not beinghighlightedon aspecial sectionon Apple’s website dedicated to promoting the apps and games from the iPhone 5s ad – likely because the game does not appear in the U.S. version of the iPhone 5s ad.
As noted byApple Werbung,Asphalt 8is indeed featured in the German and British version of the ‘Powerful’ commercial, have a look below.
https://www.youtube.com/watch?v=9jyK4q2vmEg
The US version of the ad showcasesPacific Riminstead ofAsphalt 8.
Still, this doesn’t fully explain why Apple would promote Gameloft’s game on its front page, which is of one of the most trafficked websites in the world.
And why would the company give anyone such a prominent placement? What’s so special aboutAsphalt 8to warrant this?
Surely Apple wouldn’t do this just for fun and I doubt they charged Gameloft to promote their game – Apple does not sell advertising space on its homepage.
So, what’s going on here?
The wording“coming this summer”could hint at Apple’s upcomingsummer conference for developers, which kicks off with akeynote on June 2. And the fact that a newAsphaltversion is being advertised on Apple.com points to this being possibly much more than an ordinary content update.
Maybe the game will feature yet-to-be-announced iOS 8 technologies aimed at improving games? PerhapsAsphalt 8will take full advantage of thenext iPhone’s improved graphics?Asphalt 8is one of the best AirPlay-enabled games so maybe this update will feature inaugural support for next-gen AirPlay features in iOS 8?
This could make sense given that previousAsphaltgames,Asphalt 6: AdrenalineandAsphalt 7: Heat, were famous for their dual-screen gameplay via AirPlay.
These are all viable possibilities, especially considering Gameloft is one of the premium iOS developers which gets early access to Apple’s unreleased software. Also, Gameloft developers typically get invited onstage to showcase their work at Apple’s media events.
Another (unlikely) connection: Gameloft, along with Apple, Google and Amazon, is currentlyfinding itself in the crosshairof Italy’s Antitrust and Competition Authority over unwanted In-App Purchases.
The French company is one of the most prolific iPhone and iPad developers and was one of the first major publishers to embrace the freemium model (much to the detriment of players, some might opine). You guessed right,Asphalt 8is a free-to-play downloadwith a bunch of In-App Purhcases.
Apple’s homepage is among the most trafficked websites.Alexa lists Apple.comas the 30th most popular website in the United States andcomScore ranksit the eighth most popular web property in the world.
I’m dying to hear your own theories on the matter so feel free to chime in with your thoughts down in the comments.
Hat tip to iDownloadBlog reader Anmol who brought this to our attention.
