According to engadget, ExpressVPN is launching two brand-new features that, frankly, sound a lot like old ones. The first is a “Fastest Location” button, rolling out now for users on Android, Mac, and iOS, which automatically selects the VPN server with the best download speed and lowest latency. The second is a completely overhauled, native Mac app built using Apple’s Project Catalyst tools. This update is specifically for macOS users, leaving Windows, Linux, and smart TV users with the existing versions for now. The core announcement is that these are presented as major new capabilities, even though the service has long had a location-picker and a Mac client.
Fastest or just familiar?
Here’s the thing: if you’re an ExpressVPN user, you’re probably scratching your head. The service has always had a “Smart Location” feature that does… well, pretty much the same thing. Engadget points out that Smart Location used metrics “such as download speed, latency, and distance.” That “such as” is doing a lot of heavy lifting. It implies there were other, maybe less transparent, factors in the old algorithm. So, is “Fastest Location” a genuinely new, stripped-down speed test? Or is it just a rebrand of “Smart Location” in response to users who felt the “smart” choice wasn’t always the fastest one? I think it’s probably the latter. They’re likely refining the marketing message to be more direct—”fastest” is a clearer promise than “smart.” But without independent testing, we can’t know if the sausage recipe changed or just the label on the package.
The real Mac upgrade
Now, the new Mac app is a different story. This seems like a legit and welcome improvement. The old Mac app was essentially a port of the iPad app, which meant it never quite felt at home on the desktop. It worked, but it felt like you were using a phone app on a big screen. The new version, built with Project Catalyst, is designed to be native macOS software from the ground up. Engadget says it uses screen space more richly, similar to how Proton VPN does. And that’s a good benchmark. For Mac loyalists, this is the more substantive part of the announcement.
Strategy and why it matters
So what’s the business play here? The VPN market is brutally competitive. When you can’t easily compete on price (ExpressVPN is premium), you have to compete on perceived innovation and polish. Refreshing a key feature name to “Fastest Location” addresses a potential pain point directly in the UI. And overhauling the Mac app specifically targets a high-value user base that cares deeply about software experience. It’s about shoring up your flanks. They’re saying, “Look, we hear you,” even if the underlying tech for the location picker is only subtly different. The beneficiaries are clearly Mac users and anyone who just wants to click one button for speed. But for the rest of us? It feels a bit like getting excited about a software update that’s mostly change for change’s sake. You can check out the official details, but don’t expect a revolution.
