Jimmy Kim discusses how Apple's privacy features are reshaping marketing. Apple's iOS dominance and tools like Mail Privacy Protection make it harder for marketers to track billions of interactions across Safari, Mail, and Messages, even as Apple frames these moves as protecting consumers.
50% of the market now uses iOS devices. So we're starting to continue to see, I mean, they are dominating force in this market especially. And you know, what's interesting is that Apple's positioning here, I want to be clear here, is that it's anti-marketer. It's actually supposed to be pro-consumer. What they're trying to do is more privacy, less spam, more control. But in practice, what this really means for us is that it's going to create less visibility as marketers.
They are for the consumer and it just makes our job that much harder. So I think the best way to think about it is like this. Gmail owns your inbox. Apple owns your phone, right? Obviously, right, there's a lot of Android, but Apple is very strong in the market. And when they tighten how kind of data flows through Safari, through Mail, through Messages, etc., you know, we're talking about billions of interactions getting harder to actually measure. Subscribe to the pod.
