Apple iOS 15 Has Marketers Poised for Hardship

Mail Privacy Protection will blunt one of the most effective tools for marketers

Apple is poised to throw the media industry yet another curveball as part of its ‘privacy crusade’ with its iOS 15 rollout likely to prove a thorn in the claw for marketers’ attribution and email activities.

Earlier this month, Apple notified users that its previously announced iOS 15 update will rollout beginning Sept. 20, a development that will introduce additional privacy features including Mail Privacy Protection and App Privacy Report.  

Introduced in the Apple Mail app, Mail Privacy Protection will prevent brands from knowing whether a user opens one of their emails and hide IP addresses so that senders can’t link that action to other online activity or determine a user’s location.

Similarly, App Privacy Reports lets users see how often apps have been granted permission to access their information, and which third parties they have shared this with, over the last seven days.




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