Understanding Apple’s New Email Protection Program

written by craig beam posted on August 31, 2021

Apple’s New Email Protection Program

The iPhone and Android are the most used operating systems around the globe, with Apple’s iOS having about one billion users. However, nearly all smartphone users face increased privacy concerns, although developers and marketers insist it is a great way to enhance digital marketing. Since third-party apps such as Facebook, Google, and WhatsApp continue to track and collect user data, Apple seems to take strategic measures to protect its users against these increasing concerns.

In its recent update, Apple released software that enables users to have total control over their data against unauthorized access by third-party apps. The new privacy protection update is available on multiple Apple operating systems: iOS 15, MacOS Monterey, iPadOS 15, and watchOS 8. Besides personal data protection, the update accompanies the latest innovations representing Apple’s privacy leadership legacy.

Apple Online Privacy Update

Apple’s Latest iOS Update Explained

Apple gives its users the freedom to download and install third-party apps on their devices, whether from the App Store or other sites. However, installing apps from different developers means users comply with their policies in order to use specific applications. This left most iPhone, iPad, and Mac users concerned over how these third parties track, collect and use their data. To address this issue, Apple released an update that lets users decide if they need to share their data or not.

The intent is to give each user more control over personal data and any other digital activity, promoting privacy. Although it seems a simple pop-up action, the update has made a significant impact on revolutionizing user privacy. Besides, app developers such as Facebook and Google are already criticizing the move, stating that it affects the user experience. Generally, the update requires all apps on an iPad or iPhone to request permission from the user before tracking or collecting their data.

Privacy-Focused Email Protection Program

Apple’s latest feature combines various features, including secure paste to share current location, enhanced internet privacy with iCloud+, and app privacy. Apple Mail focuses on how users target, evaluate, and personalize their emails, among other key features. App Mail is available to users provided they opt in from a pop-up after the update. Generally, Apple’s email protection program update covers three critical areas: Location Tracking, IP Tracking, and Email Read Receipt.

Although Location and IP Tracking have been implemented before, these two areas primarily affect open personalization. Email Read Receipt is a crucial area in Apple’s new iOS update focusing on email protection, ensuring marketers do not learn user’s receipt. This feature ensures users can open emails sent to them without notifying the sender that they opened the message. Apple’s new update enables users to choose either to send the receipt or not.

Apple’s email privacy protection program focuses on giving users the option of hiding when and if they open a marketer’s message. The software targets invisible pixels used by marketers to track and collect recipient’s data by giving users the freedom to mask their information, including when they open an email, device type used, and other online activities linked to their primary emails.

How Mail Privacy Protection Affects Marketing

Traditionally, marketers use email marketing to reach more people and get them to convert into potential customers. However, the approach has become a concern for more people, since marketers can track and collect user data to create tailored ads. Apple’s new email privacy protection programs limit users from having complete control over iPhone and iPad users. Here is how Apple’s new email protection update affects marketing.

Apple Mail Is A Widespread Email Client

Apple Mail is Apple’s primary email client because it is the default email application across all Apple devices. And with millions of users, it means a large percentage of users rely on Apple Mail to send, receive and manage their email messages. With Mail Privacy Protection offering an option to opt-in and prevent Email Read Receipts, it becomes challenging for marketers to know if users have opened their messages. Since opting in limits marketers from using invisible pixels to track user data, marketing is likely to become difficult, especially when most Apple users opt-in.

Mail Privacy Protection Limits Data Access

Besides marketers being denied data to show if, when, and how a recipient opens their email, Mail Privacy Protection includes other features that limit user data tracking and access. Features such as auto-sending and follow-up emails are not supported by the new Apple Email Privacy Protection program. This suggests that more users who opt-in will limit marketers from accessing crucial recipient data, affecting their email marketing efforts.

How Apple’s New iOS Update Promotes Privacy

Apple’s new update gives users the freedom to control and manage their data, as well as choose when to share it with third parties. Here is how the latest iOS helps promote user privacy:

  • Protects data against third-party access: With Mail Privacy Protection, it becomes difficult for third parties to use invisible pixels and track or collect user data. This helps prevent email senders from knowing when, how, and if the recipient opens their email.
  • Monitor app permissions: Using App Privacy Report, Apple’s new update enables users to see how third-party apps use permissions granted. If the app seems to behave abnormally or collects too much data, the user can quickly stop the developer from tracking or collecting data.
  • Facilitates secure paste: The new iOS update allows users to copy and paste from one application to the other without developers accessing copied content. This promotes peace of mind, mainly when copying crucial data such as addresses and financial information.
  • Limits share current location: Since some applications require users to share their location, the new update allows them to share only once. Such an approach helps prevent developers from accessing more data from the device after the session.

At MicroXpress Inc., we understand the value of protecting your data against third parties who eventually share critical data with marketers. If you are an iPhone or iPad user, learning how to protect your devices against tracking by developers and marketers is crucial. To get more insights into Apple’s new iOS update, contact us to learn more today!