Taking 50 years of effort, ambient pressure X-ray photoelectron spectroscopy (APXPS) has become a useful characterization tool for studies in heterogeneous catalysis and electrocatalysis. This achievement is realized not by mere improvement of instrumentation but through interactions between the desire to explore new scientific phenomena and the advancement of new techniques.Here we review a brief history of APXPS development and its applications in catalysis and electrocatalysis. With the selected recent case stories, we would like to illustrate the intertwining between "tool driven" and "science driven" breakthroughs. Looking forward from here, we also discuss new demands and current frontiers of APXPS investigations. It is a dynamic environment that we need for understanding real behavior of catalyst under varying conditions and of electrocatalysts with on-demand energy. Therefore, a precise control of reaction condition and efficient detection with improved spatial and temporal resolution are essential. Finally, designing reactors that are customized or dedicated for a given study is among future development of the field.