So Apple has declared war on newsletter.

So I'm going to read off a couple things

and then we're going to jump right into this.

So this newsletter I'm reading, this is from Simon Owens on Substack.

So it says Apple is coming again for your newsletter metrics.

So with iOS17, which expands the public beta in July before the official launch in September,

Apple will start automatically removing link trackers from URLs sent via message and mail, as well as links in Safari private browsing.

Some marketers say removing URL parameters can make campaign analytics less reliable,

some of the unintended impact quote unquote

changes could include URL trackers related to ad measurement

embedded media, social widgets, fraud prevention,

bot detection, audience measurement, blah, blah, blah, blah.

And the other thing too is a few years ago, Apple killed our ability to accurately track open

rates by automatically opening all emails that were loaded into the Apple Mail app.

And so there's that too.

So people are talking about their high open rates.

They're probably artificial.

So the final thing I'll call out here before we go into it is by eliminating these features Apple just seems to be giving more power to close platform ecosystems that can track user behavior from end to end platforms like Facebook, Instagram, YouTube, and Tik-talk, and that's that.

Well, they also made it harder on Facebook with the iOS privacy changes.

But the things that a lot of these platforms are doing is they're making moves that helps them grow their ecosystem more than others.

And I think that's the key that you're seeing even Google.

They're following suit with Apple's privacy changes, right, with cookie-less stuff, and that's going to impact Facebook in 2024 as well.

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