Every fall, without fail, Starbucks whispers, and the world listens. Not with a shout, not with fireworks. Just with a cozy swirl of cinnamon, nutmeg, and steamed milk. But this year, something bigger happened. The fall menu didn’t just return. It blew the lid off the coffee pot.
The Pumpkin Spice Latte dropped on August 26 and sparked Starbucks’ highest sales week ever in U.S. stores. That’s wild. Not just because PSL is back, but because this record comes after six sluggish quarters. Whatever they stirred into the syrup this time, it worked.
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A cup of comeback
The fall menu rolled out like a golden carpet. You’ve got your usual stars — PSL and Pumpkin Cream Cold Brew — but this year’s twist was the Pecan Oatmilk Cortado. Nutty. Toasty. Dairy-free. Basically sweater weather in a cup.
There’s also the Iced Pumpkin Cream Chai, perfect if you want your autumn chilled, and a sweet little Raccoon Cake Pop that looks like it could wink at you before you take a bite.
And this wasn’t just about what’s on the counter. Behind the scenes, Starbucks stocked grocery shelves early with fall-flavored coffee, creamers, and grab-and-go cold brews. They want you sipping PSL even when you’re home in pajama pants, pretending to work. Smart move.
By launching earlier than Dunkin’ and friends, Starbucks stretched the season in their favor. It’s like claiming Halloween candy in August. Nobody asked, but everyone said yes.
But wait… where’s the apple?
Now here’s where the cinnamon sugar gets sticky. Fans noticed something missing. The Apple Crisp Macchiato, Chai, and Latte? Gone. Like leaves in a storm.
And the internet felt it. People flooded Starbucks’ posts, calling it a betrayal.
“I’m heartbroken.”
“Why would you do this to us?”
“We’re not okay.”
This wasn’t just about a flavor. It was about routine. About memories. That first sip of apple-y sweetness that said, “It’s fall now.”
Unfortunately, Starbucks didn’t leave a note. Just silence. No comeback plan. No limited drop. Just a ghost of apples past. Some diehards are now making copycat versions at home, mixing caramel, apple syrup, oatmilk, and vibes. It won’t be the same, but it’s something.
Pumpkin wins. But at what cost?
Look, Starbucks didn’t get lucky. This was strategy steeped like strong tea. Early loyalty access, grocery tie-ins, plant-based twists, steady prices (still $5.75 to $7.25, depending on your zip code and toppings) — they played it cool.
And let’s not ignore the math. Since 2003, the PSL has grown into a global icon. In 79 countries, with over 10% of Starbucks’ annual sales tied to seasonal drinks, it’s not just a latte. It’s a cultural moment.
But still. You can’t help but wonder: could there have been room for both pumpkin and apple? One to rule the season, and one to ride shotgun?
