The iOS 18 Email Shift (And Why You’re Probably Already Affected)

Let’s talk Apple.

Recently, our team sent out a reminder to all our managers regarding the iOS 18 change that happened last year in October.

Thought it’d be a good opportunity to share what we shared internally w/ you guys too.

Essentially, they rolled out an update that changes how email gets seen, sorted, and summarized.

You’ve gotta check what the splits look like for your brand (btwn desktop, android and apple), but with Apple at 55% market share (according to Paved), it’s a good idea regardless to start implementing some of these changes mentioned below.

Let’s get started.

Inbox Categories Are Now the Default

Apple Mail now splits your inbox into:

• Primary (personal emails)

• Transactions (receipts, shipping updates)

• Promotions (sales & marketing)

• Updates (newsletters, brand content)

So yeah, most of your campaigns? They’re not in Primary.

And like Gmail tabs, Promotions/Updates get less attention - unless you’re sharp with your messaging.

Preview Text? Not a Thing Anymore

On newer iPhones (15 Pro and above), Apple now generates its own summary of your email content.

If your email is image-only or fluffy up top…
You’ll end up with a line like:
👉 “View this email”

💀 Translation: No context. No curiosity. No click.

BIMI’s Out. Branded Mail is In.

Forget relying on your logo via BIMI - it’s not supported.

Instead, Apple rolled out Branded Mail, which shows your name and logo in the inbox, verified by Apple.

It’s free, but you’ll need proper authentication (SPF/DKIM/DMARC).

Digest View Is the New Gatekeeper

Apple now groups your emails together and only shows the two latest ones in a “Digest” style format.

So if you’re blasting 3-5 emails per week, make sure you have a proper strategy.

Otherwise, expect them to be buried.

What We’re Doing About It (and You Should Too)

1) Add Live Text to Every Email

Make sure there’s real, visible text at the top - especially a strong value hook.
Subject lines still matter. But now? The first 10 words of your email are just as crucial.

❌ Don’t bother with white-on-white text tricks.
Spam filters know.

🖼️ ALT text also matters now more than ever - think “Click to see our new drop” instead of just “Image.”

2) Don’t Switch Sender Names

Apple groups emails in Digest View by sender identity.
Changing your sender name/email mid-campaign? You just split your own visibility.

Stick with a consistent sender to hold the top two Digest slots.

3) Apply for Branded Mail (ASAP)

You can apply via Apple Business Connect.
It’s free, takes ~7 days, and is basically a verified badge for email.

Requirements:
- DMARC set to quarantine or reject
- SPF and DKIM records in place
- Logo that’s SVG, trademarked, and meets Apple specs

💡 P.S. It’s English-only for now - check your audience before rolling it out globally.

4) Time Your Emails Like a Tease

Digest View only shows the latest 2 sends.

So if you're running a launch or sale:
> Send a teaser 3 days before
> Follow up with a punchy CTA 24 hours out

Space them out. Don't stack them.
Otherwise you’ll bury your own best-performing sends.

And that’s a wrap!

If you’ve been relying on the same email strategy from last year, this update is your cue to evolve.

It’s not the end of the world. But it is the start of a new playbook.

Want advice on staying compliant, visible, and conversion-optimized without having to figure it out for yourself?

You’re in luck.

Chat with our team here, and let’s crush Q2 together.