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What these iOS 18 features could mean for your digital marketing

At Apple’s latest Worldwide Developers Conference (WWDC) in June, the Cupertino company unveiled iOS 18, the iPhone operating system’s next major release.

It’s easy to underestimate the likely impact of iOS 18 on digital marketing — especially as the iPhone 15 Pro and iPhone 15 Pro Max are the only currently available handsets in line to get Apple Intelligence, iOS 18’s most publicised feature.

However, many of the supposedly ‘small’ tweaks packaged into iOS 18 could collectively leave a surprisingly big impact on digital marketing, since iOS 18 will be compatible with the very same iPhone models as iOS 17. Here are just some of the upcoming new additions worth heeding…

Email categorisation in the Mail app

If you have built up an ‘emailing list’ of loyal customers, keep in mind that the iPhone’s Mail app will soon be getting a prominent panel of four categorisation tabs.

While time-essential messages you send might end up in the Primary category, marketing messages will instead be sent to Promotions. There, the emails could too easily be ignored, perhaps being dismissed as mere ‘spam’, before the recipient even sees the email subject line.

So, you might want to pivot to sending email newsletters rather than just one-off promotional messages, since the former would land in the new Updates tab. Another tab, Transactions, is for receipts and order confirmations resulting from online purchases.

Going on Safari — and enjoying the Highlights

As experts in web design, we know how important it is that your website is sensibly laid out with easily digestible content.

We can help you to ensure that your website fares well on both counts. We offer a range of web design templates, from our four-webpage Bronze package for small businesses to our ten-webpage Gold package complete with a year-long web hosting plan.

We can even provide you with a Content Management System (CMS) enabling you to quickly add new webpages of your own accord. Our SEO copywriting team can, on your behalf, fill those pages with engrossing text bound to benefit from the Highlights function coming to the iOS Safari app…

Safari is Apple’s own web browser — and, in iOS 18, will automatically detect and highlight key details, e.g. directions and links, as users peruse such content on a webpage. So, our copywriters can check that your own website definitely includes those ‘key details’ worthy of your visitors’ attention.

Apple Pay support for non-Apple devices

The digital wallet service Apple Pay has been around for about a decade on Apple devices — but, in a WWDC 2024 video, Apple software engineer Tanya Al-Rehani tells web developers:

“With iOS 18, you’ll be able to improve conversion performance and extend the Apple Pay user experience to any device with a browser, including those outside the Apple ecosystem.”

Even if you don’t have an online store right now, we can build one for you with our e-commerce package. If you need in-depth advice on how to implement Apple Pay as a payment option on your site, please contact the Webahead Internet team.

What these iOS 18 features could mean for your digital marketing

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