At WWDC 202, Apple announced Mail Privacy Protection, which removes tracking pixels from emails. These are used by newsletter services to let the sender see how many people open a message, how often, and when. Thanks to the likes of Substack and Revue, this industry has seen a recent boom, and Chris Stokel-Walker investigated for Wired how Apple’s move might affect them and others.
The decision is made all the more significant when you take into account Apple’s stranglehold on the email ecosystem. Between the iPhone and Apple Mail apps, more than 60 per cent of all email accounts are opened in a piece of software controlled by Apple… The worry among newsletter publishers is that at a stroke, Apple is about to do the same thing to the newsletter industry, removing one of the major benchmarks upon which newsletter advertising is sold – and therefore, the production of newsletters is funded.