Apple appears to be phasing out the iWork branding that has identified its Pages, Numbers, and Keynote apps since 2005. The company recently removed the dedicated iWork section from its website, redirecting the URL to a more generic apps page that prominently features Apple Creator Studio. The apps page no longer mentions iWork branding at all, suggesting Apple is shifting to advertise these productivity tools under its new subscription umbrella.

This move aligns with Apple's broader trend of retiring "i" branding across its product ecosystem. The company has already rebranded iBooks to Apple Books, iPhoto to Photos, and separated iTunes into Apple Music, Apple TV, and Apple Podcasts. However, Apple continues to use "i" branding for iPhone, iPad, iMac, iMovie, and iCloud. The iWork page that was removed featured information on each app along with links, while the new apps page offers similar information in a dedicated productivity section with additional details on premium features available through Apple Creator Studio.

Apple introduced Keynote in 2003, added Pages in 2004, and bundled them as iWork '05 for $79. The suite expanded with Numbers in 2007 and evolved through various pricing models before becoming free for Mac buyers. Today, while Pages, Numbers, and Keynote remain free, enhanced features require the $12.99 per month Apple Creator Studio subscription, which also includes Final Cut Pro, Logic Pro, and other creative tools.