The Impact of Apple’s iOS 17 Privacy Update on Marketers

The tech landscape is constantly shifting with the ever-growing speed of innovation. This year, Apple’s newest software update brought a potential game-changer in terms of consumer privacy and individual data tracking that is sure to disrupt traditional marketing strategies. Marketers often feel anxious about Apple’s data collection updates because they tighten their policies each year. In this blog post, we’ll discuss the impact of Apple’s iOS 17 privacy update on marketers.

Apple’s WWDC Summary

At centre stage of this year’s WWDC was the unveiling of Apple’s long-awaited VR headset, Apple Vision Pro. The headset has received a lot of attention, including criticism of its expensive $3,500 price tag. Additionally, the company announced its latest software update, iOS 17, which will be released in September and features a new level of personalisation for apps such as Phone, Messages, and FaceTime.

In the iOS 17 update, Apple announced they will limit access to consumer data. The company is removing URL tracking parameters from links in Mail and Messages apps, as well as from Safari Private Browsing. This move could make it more difficult for marketers to follow the consumer journey accurately.