At Apple’s WWDC keynote earlier this week, a new feature in the next version of iOS important for music marketers (and, indeed, all newsletter publishers) to think about was announced.

It’s called Mail Privacy Protection, an option in iOS that “helps users prevent senders from knowing when they open an email, masks their IP address so it can’t be linked to other online activity or used to determine their location”.

A big pop-up will ask people if they want to use it the first time they open Apple’s Mail app, and if they don’t see the message, the feature will be on by default, reported Nieman Lab.

Its piece, and Platformer’s article asking ‘will Apple Mail threaten the newsletter boom?’ are both worth reading to understand the implications: including for mailing lists of artists.

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