ICANN announces reveal date for new top level domains

I wonder what value this actually holds? The .Com domains will not cease to exist, so apple.com may just be forwarded to us.apple or whatever they choose.

I thought I could see the value in having an address like iphone.apple or ipad.apple, but honestly the .com variant of iphone.com already just url forwards to apple.com/iphone so what really is the point?
 
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