The shift in the seasonal vibe
For the longest time, the PSL was the ultimate main character of fall. It’s been the unofficial uniform of the season for years, but 2026 is feeling a little different. While pumpkin spice isn't going anywhere—it brought in an estimated $1.25 billion in 2025 alone—apple is lowkey trying to steal the spotlight.
From McDonald’s caramel apple coffees to Dairy Queen’s caramel apple cheesecake Blizzard, brands are pivoting hard. Even trendy soda brands like Olipop, Poppi, and Culture Pop are leaning into apple flavors. Nate Rosen, co-founder of Express Checkout, noted that while pumpkin spice used to be the only vibe in town, apple is finally getting the viral traction it needs to compete.
Is it actually worth the hype?
If you're wondering if these new apple snacks are worth your hard-earned cash, I did some digging into a recent taste test. The consensus? It's a mixed bag. The Olipop caramel apple soda is apparently a certified W, with editors calling it a surprisingly authentic experience. Poppi’s sour apple also got some love for its nostalgic, candy-like profile, though opinions on RX Bar’s apple pie protein bar were… let’s just say, controversial.
The reality check
Don’t expect pumpkin spice to disappear anytime soon. Despite a 15% drop in related online searches between 2024 and 2025, data shows it’s still searched way more than apple. Prices for pumpkin-flavored goods have been creeping up due to ingredient costs, which might explain why people are looking for alternatives.
Why it matters
Ultimately, apple hasn't earned its own catchy acronym like 'PSL' yet. Until it gets as iconic as the pumpkin spice aesthetic, pumpkin remains the ruler of fall. If you’re bored of the same old flavors, definitely give the apple trend a try, but maybe don’t bet on it fully replacing your go-to seasonal treat just yet.
