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Apple's Softer NFT Policy Will Test Mobile Demand
Plus: Bitcoin Is New Top 2 NFT Chain, NFT Toys Debut on Amazon, D&G $100K Box Disappoints
Happy Friday! Welcome to The Web3 Marketer, where I help brands and marketers stay ahead of the web3 curve. Every week, I bring you top stories on web3 & digital collectibles across consumer & loyalty.
Today's write-up is 967 words, a 4-minute read.
This week’s TL;DR:
🍏 Apple’s NFT policy softens
🌐 Bitcoin emerges as top 2 NFT chain
🧸 NFT-inspired toys debut on Amazon
👕 Dolce & Gabanna’s $100K merch disappoints
PLUS: Game Boy, Mercedes-Benz, Paris Hilton, Pickleball, Cipriani and more!
📅 Upcoming events: NFT.Brasil, Sao Paulo (Jun 2-4); LA Tech Week (Jun 5-11); Non Fungible Conference, Lisbon (Jun 7-9); 3XP Web3 Gaming Expo, LA (Jun 8-9); DCentralCon, LA (Jun 8-9), Epic Web3 Conference, Lisbon (Jun 9)
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The Big One
Apple’s NFT policy softens as more blockchain apps are accepted into App Store
Apple’s recent App Store moves are hinting at a broader shift towards web3 mobile apps, possibly ahead of opening up the iPhone to sideloading in iOS 17:
Approval of Axie Infinity as the first web3 game on the App Store.
Integration of Apple Pay for StepN to purchase in-game sneaker NFTs (through the use of in-app credits, net of 30% Apple tax).
Gods Unchained game is expected to follow.
The Takeaway: Apple’s openness to accepting web3 apps on iPhones is a big step for mass adoption. However, charging users 30% Apple tax may still hinder the experience, which heavily relies on trading the collectibles, often at already thin margins.
By the Numbers
Bitcoin emerges as the second most dominant chain for NFTs

Bitcoin-based NFTs have risen to second place for NFT sales after Ethereum, which is a remarkable trend given that Bitcoin NFTs didn’t technically exist until a technical “inscriptions” update in January.
The rise to prominence has been enabled by a range of collections that fuelled hype and capital. Read more →
The Takeaway: Actually, NFTs are not a great use case for the Bitcoin blockchain - the surge in activity clogs the network and drives up the cost of transacting with coins (main use case).
Consumer Crypto
NFT-inspired toys debut on Amazon with $500,000 in sales
Pudgy Penguins NFT collection has released a line of physical toys (which include digital perks) in hopes of reaching more people and growing its brand, netting $500,000 from sales of over 20,000 toys.
CEO Luca Netz, an experienced e-commerce operator, sees physical toys as a “Trojan horse” for the web3 ecosystem and NFTs. The project recently raised $9M in seed funding. Read more →
The Takeaway: Businesses built on previously successful NFT drops slowly realize that NFT revenue is not sustainable, and start leveraging IP for physical products to unlock new revenue streams.
On a Lighter Note
Crypto influencer regrets his $100K Dolce & Gabanna NFT Platinum Box
That Martini Guy, a crypto Youtuber, revealed his worst NFT investment - the DGFamily Platinum Box that cost him ~$100,000 (2BTC) and took two years to deliver on physical goods.
What may appear as a speculator’s frustration is actually a very good breakdown of a luxury brand collection that launched at the peak of NFT hype but failed to deliver on customer value and loyalty. Watch full →
The Takeaway: When you collect a lot of money, make sure you deliver on your promises, especially before launching another project.
Top Headlines
🛍 Consumer & Mainstream
LG Electronics seeks patent for TV which lets users trade NFTs.
Mastercard conditionally sees ‘a lot of promise’ in blockchain tech.
Reddit is the only big tech firm that 'cracked the NFT code'.
Your old Game Boy can now be turned into a hardware wallet.
💍 Fashion & Luxury Goods
Mercedes-Benz is entering web3 with NXT digital collectibles studio.
Nike sold 55K NFT “shoe boxes” during in first day of general access sale.
The Hundreds streetwear brand opened a drop-centric metaverse shop.
🎬️ Entertainment, Culture & Media
Takashi Murakami’s new exhibition includes a unique NFT gift.
SuperRare's NYC gallery pop-up will feature immersive NFT art.
Paris Hilton is launching a pixelated NFT avatar collection on Sandbox.
🏈 Sports
Shaq faces legal challenges over crypto endorsements and NFT project.
Sorare is working with French government on NFT regulatory framework.
Association of Pickleball Pro’s officially partnered with SI Tickets.
Professional Fighters League is introducing NFT ticketing.
🤖 Metaverse
Gordon Ramsay’s Hell’s Kitchen unveiled in Sandbox.
Cipriani is bringing hospitality heritage to Sandbox.
China hopes to pull ahead in the metaverse race despite waning hype.
South Korea: only 4% ‘regularly’ use metaverses.
Marketer intel
🛠️ MarTech
Coca-Cola’s message to brands: Invest in AI, not web3.
Why Professional Bowlers Association is putting awards on-chain.
Gary Vee: Ticketing will be a huge use case for NFTs.
Why brands keep launching NFTs despite market downturn.
🤳 CreatorTech
Why Name, Image, and Likeness, and NFTs are a perfect combination.
Brave, a web3-friendly browser, introduces NFT-gated video calls.
How to think about web3 social networks.
Can web3 conquer the corporate goliaths of social media?
💰️ Deals
Worldcoin raised $115M to accelerate R&D on decentralized World ID.
Vertex Labs acquired the creator of NFT fashion brand Hape for $12M.
Azteco raised $6M to provide Bitcoin vouchers for everyday use.
Openfort raised $3M for a 'frictionless' web3 gaming wallet.
Tom Brady’s Autograph partnered with SimWin Sports digital league.
🗃 Additions to the Web3 Tools database (306 total)
For the Weekend
The Not-So-Subtle Art of the Meme Coin (Wired)
Grimes Reviews AI Grimes Songs (New York Times)
Recommendation Culture vs. Spon-Con (Dirt)
Building Disruptive Brands with Coinbase CMO (🎙️Coindesk)
Mindfulness in the Metaverse with Alo Yoga CMO (🎙️Apple Podcasts)
Meme of the Week
NFT utility be like:
— MinisterOfNFTs 🔮 (@MinisterOfNFTs)
2:28 PM • May 23, 2023
That’s all. See you next week!
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Author Bio
Kuba Szewczyk is an NFT Product Strategy Lead at ConsenSys, helping build NFT tools for brands and creators. He previously worked at Bain & Co. Digital Assets and earned Harvard MBA.
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