Will Apple Mail threaten the newsletter boom?
On Monday at WWDC, Apple announced Mail Privacy Protection, which will limit the amount of data that people who send you emails can collect about you. Let's assume most Apple Mail users opt in, as they have with the similar App Tracking Transparency feature. In a blog post today, Basecamp cofounder David Heinemeier Hansson - no fan of Apple in general! - declared victory against tracking pixels. Given Apple's monopoly advantage with their preinstalled Mail app, we don't need much of an uptake from what they're calling Mail Privacy Protection to break the dam on spy pixels. Benton brings some powerful numbers to buttress his worries: "The most recent market-share numbers from Litmus, for May 2021, 93.5% of all email opens on phones come in Apple Mail on iPhones or iPads," he writes. "On desktop, Apple Mail on Mac in responsible for 58.4% of all email opens." There are any number of changes that major email providers including Apple, Google, and Microsoft could make that would make life more difficult for newsletter-based businesses.