Apple's iOS 14 platform update has certainly not been without controversy. Increased customer privacy has caused problems for mobile ad providers. What do the platform updates mean for your digital marketing strategy?
Released on 16 September 2020, Apple's iOS 14 constitutes a huge overhaul in mobile customer experience. And the biggest change is yet to come!
The delayed new iOS 14 opt-in processes, penned in Forbes as 'Facebook and Google's worst nightmare', have been penciled in for January 2021. This will at least give ad suppliers more time to adjust to the changes - and it looks like they're in for a busy couple of months.
We'll be discussing what these changes mean for your business below. Plus, we'll take a whistle-stop tour of some of the platform's new features and how marketers can delight customers on their iPhone.
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Retailers, restaurants and service providers: Get on board with App Clips
You can now create App Clip codes for your customers. App Clips are a customized, slimmed-down app which customers can scan with their iPhones to call up the software to complete a specific task - such as buying a coffee, paying a parking meter or renting a scooter. For simple transactions where convenience is key, marketers can add value with App Clips.
A challenge for Apple Music, Apple TV+, Apple Arcade gaming, Apple News+, iCloud storage or Apple Fitness+ competitors
As customers adjust to the recession, some subscription services may have already witnessed a decrease in sales. Unfortunately, the news that Apple has launched a 6-pack bundle of services under Apple One will not be welcome news to marketers who count any of the above 6 services as competitors.
Coming in at just under £15/month for an individual subscription (or £30/ month for 6 users), this bundle offers customers a great deal on the 6 services. As mobile service bundles become integrated into our mobile lives, marketers may want to consider other opportunities for similar partnerships to defend their market share.
E-commerce marketers: Get ready to step into augmented reality
We can't say anything for certain yet, but, AR fans are speculating that iOS 14 could mean 'a big step towards the Apple Glasses'. Here's an example of 'location anchors' using Apple maps on iOS 14.
The opportunities of AR for tech-savvy retailers are endless. Already, early adopters IKEA have released their own ARKit e-commerce app to enhance in-store and mobile shopping experiences. The question is: could your business be adding value with AR?
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With the rapid adoption and integration of digital advertising, it is not surprising that privacy has been hotly debated. One point of differentiation for Apple is its promise to never motenize customer information, out of respect for privacy. Now, it's arguably much easier for Apple to make this promise, as a hardware and subscription software business, as opposed to free service providers (Facebook, for example, has not been without its share of privacy-related scandal).
With this in mind, Apple is pioneering a new approach to customer privacy rights with respect to app tracking transparency, kicking off in January 2021, as it outlines below.
"iOS 14 will require every app to get explicit permission from the user before tracking them or accessing their device’s advertising identifier... When a user does not give consent to be tracked, the user’s IDFA [Identifier for Advertisers] will appear as all zeros, and the requesting app will not be allowed to track them."
The changes above highlight the most important UX updates that some sectors will need to stay on top of over the next few months. Moreover, there are plenty of new, exciting features from Apple which are certainly worth keeping in mind, as you can see in this handy summary video from 9to5Mac.com.
By Gabrielle Wright
Gabrielle Wright is the Smart Insights blog editor, managing the company's SEO and social media strategies. With specialisms in marketing for the pharmaceutical/healthcare industry, financial services, manufacturing, IT/high tech, brands and e-commerce, Gabrielle can generally be found in her home office in Sandiacre, with a cup of tea, reading and writing about marketing theory and its practical application in the global economy! You can connect with Gabrielle on LinkedIn.