apple.com website review

13 files block the first paint until they finish downloading. Deferring or inlining them could save about 7.5 s.

30 files are served with short cache lifetimes, so returning visitors download them again (1.2 MB).

About 152 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 900 ms faster on a phone.

Your mobile performance score is 57 (desktop: 94). Pages that score under 90 lose visitors before the first paint.

About 39 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 300 ms faster on a phone.

The page has 1,779 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 100 ms).

1 long task block the main thread while loading, the longest for 52 ms. During a long task the page ignores taps.

1 image could be 25 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

Polyfills for old browsers add 18 KiB JavaScript that modern phones do not need.

Desktop scores 94 but mobile only 57. A gap that wide usually means heavy scripts and images that hit phones hardest.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

The first text or image appears after 8.0 s on a phone. Good is under 1.8 s.

Your largest element takes 9.5 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “iPhone 18 Pro, burgundy color (dark red), back exterior, Pr…”.

Visually, the page fills in at 8.0 s (Speed Index). Good is under 3.4 s.

The page becomes fully interactive after 9.5 s. Good is under 3.8 s.

33 images have no width and height attributes, so the layout jumps as each one loads.

Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 158 ms to 158 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

1 image (41 KiB) is JPEG, PNG or GIF. The same pictures as WebP or AVIF are usually much smaller at the same quality, and every current browser shows them.

1 image further down the page (24 KiB) download before anyone scrolls to it. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 0.49 g of CO₂e: 58.4 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

Certain ARIA roles must contain particular children: 2 elements on the page fail this check, rated critical by axe-core.

13 text elements don't have enough contrast against the background to read easily, especially outdoors on a phone.

All page content should be contained by landmarks: 1 element on the page fails this check, rated moderate by axe-core.

9 visible links have no text or label, so screen readers cannot say where they go.

ARIA role should be appropriate for the element: 3 elements on the page fail this check, rated minor by axe-core.

Elements with visible text labels do not have matching accessible names. (2 elements).

Your title is only 5 characters: “Apple”. Between 30 and 65 characters leaves room to say what you do and for whom.

Your meta description is 172 characters; Google truncates after about 160, so the end of your pitch is cut.

9 links use generic text like “click here” or “learn more”, which tells Google nothing about the page behind them.

No favicon is declared in the HTML, so browser tabs and Google's mobile results may show a generic icon.

No twitter:card tag. X falls back to Open Graph, which is set, so this is minor.

The homepage links to 107 pages on apple.com and 26 external pages.

There is no /llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

/us/search and /us/shop/goto/bag are marked noindex but linked from your homepage. If they are meant to be found, remove the noindex.

Your homepage links to 4 pages by a URL that isn't their canonical one, for example /us/shop/goto/store, whose canonical is /store. Linking straight to the canonical URL saves crawlers a detour and keeps ranking signals on one address.

/us/search and /us/shop/goto/bag have no <h1> headline, so visitors and search engines get no clear main topic.

/us/shop/goto/store has under 150 words in the HTML. Thin pages rarely rank; if the text loads with JavaScript, crawlers that don't run it see even less.

We fetched 15 pages linked from your homepage (of 84 found) and read each the way a search engine does.

10 links go through two or more redirects, for example https://www.apple.com/us/shop/goto/store.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.

apple.com's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

Social proof on the homepage: 27 trust badges. Pairing it with named testimonials or customer logos makes it far more convincing.

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

The homepage carries about 750 words of visible text.

Email authentication: SPF record 25 points, plus 15 when it ends in -all (10 for ~all); DMARC record 25, plus 25 for a reject policy (15 for quarantine); a DKIM key on a common selector 10.

Opening the homepage sets 6 cookies (measured from a US location before any click).

No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.