Apple’s newest aesthetically pleasing and uniquely identifiable operating system, iOS16, is officially out. Although regular software updates are expected in today’s ever-evolving technosocial society, staying across what they actually mean for your business is a whole other story!
Apple is once again making efforts to set consumer standards for its brand, especially when it comes to what they are willing to allow third parties like software developers or marketers to take advantage of when building new apps, tools and marketing strategies. Although their software updates over the past 15 years have undoubtedly changed how we shop, communicate and use technology, none are more notable than iOS14.
For the first time, iPhone users could choose to limit any website’s ability to track their behaviour for marketing purposes, which has consequently impacted the digital targeting efforts of businesses and marketing agencies worldwide. For example, it is gradually becoming harder to reach the right audiences on platforms like Meta Ads Manager that rely on third party data because more and more users are opting out of being tracked.
With this in mind, will iOS16 lean even further into the privacy-first trend, or is it simply focused on cool lock screen updates? Whether you’re an iPhone user or an Android diehard, the release of iOS16 is noteworthy for your business.
So, how exactly could iOS16 impact your business? This blog post touches on:
- Dedicated Mail App Upgrade For Branding
- Apple Pay Later and Tap To Pay
- Safari App Push Notifications
- Focus Feature and Filters
Let’s dive into it.
Apple’s Dedicated Mail App Upgrade For Branding
Email marketers are going to be very interested in this one! iOS16 will support Brand Indicators for Message Identification (BIMI), which means authorised and authenticated brand logos can be displayed in Apple’s dedicated Mail app. Although this change sounds small, it will make it easier for iPhone customers to identify legitimate direct marketing mail from businesses they know and trust, especially since Gmail and Outlook already support this industry standard.
Apple has set specific requirements to be able to display your verified logo so we recommend checking out their guide on activating BIMI authentication on your domain, or hiring a web developer to help set it up for you. Once done, it will work across all BIMI-supported mail services.
Say goodbye to ending up in the junk folder! This update is an excellent way to increase the open rates of your marketing emails, which could lead to more leads or sales.
Apple Pay Later and Tap to Pay
Apple’s ‘Pay Later’ and ‘Tap to Pay’ functions were announced in their iOS15 update and are finally being rolled out with iOS16. This is a big one for businesses with an online presence, as Apple Pay is now set to become even more widely used in Australia and internationally. ‘Apple Pay Later’ and ‘Tap to Pay’ will make it even more easy and convenient for users to make purchases using their iPhones.
This will impact eCommerce businesses because Apple users will likely prefer Apple Pay over competitors like Afterpay or Google Pay due to pure convenience. If you haven’t already, now is clearly the time to ensure you’ve integrated Apple Pay into your online checkout process. Whether you’re using Shopify or another platform, it’s essential to take advantage of this growing trend so you can stay ahead of the competition.
Safari App Now Supports Push Notifications
Website owners and digital marketers rejoice! The new update to iPhone’s integrated web browser, Safari, will now support web push notifications. This means you can send timely updates and messages to users even when they’re not actively using your site on their phones.
This is a great way to keep users engaged with your content and coming back for more, as well as to drive conversions by reminding potential customers about abandoned items in their shopping cart or special offers about to expire.
To take advantage of this new feature, you’ll need to ensure you have a web push notification strategy in place. We recommend working with a web developer or specialist marketing agency to set this up because it can be quite technical. Once you’ve got it sorted, you’ll be able to start reaping the benefits of increased engagement and conversions from your Safari visitors.
Apple’s Focus Feature and Filters
Although it will now be easier than ever to send push notifications out to iPhone users, iOS16 has made sure to strike a delicate balance for their consumers by providing a countermeasure for those who are a bit more averse to notifications and distractions.
In the same vein as Google’s “Focus Mode” and other third-party apps and workarounds, Apple has introduced a “Focus” feature that will allow users to create different contextual lock screens and homepage modes that can filter out notifications based on specific criteria. For example, with the “Work” filter set, you can only receive notifications from particular contacts like colleagues or work-related apps like emails during certain times of the day.
At first glance this might not seem like the best news, but it actually has two great benefits. If you run your own business, you can now educate your employees about this feature to avoid expenses like providing additional work phones or paying for premium work profiles. You also have the peace of mind that when consumers do receive notifications from your business on their preferred filter, they have a far better chance of being receptive and engaging with your offers rather than missing or ignoring them entirely.
That’s All, Folks
There you have it! These are just a few of the changes that Apple’s new iOS16 update will bring to your digital business. Stay ahead of the curve by implementing these changes now, and you’ll surely see a positive impact on your bottom line.
Are you loving the new updates that come with iOS16? We’d love to hear your thoughts and questions in our comments, so let us know! And if you found this article helpful, be sure to share it with your friends and followers so they can stay up-to-date on all things digital marketing.
Until next time!
The Springboard Digital Team.
