Apple's New iPhone Push Notification Tweaks Could Help Travel Brands
Skift Take
Despite the hype, Apple is merely playing catch-up to Android by rolling out new tools for fine-tuning app notifications. But it's still good news for the many users of business travel apps on Apple devices.
Apple on Wednesday will debut a variety of products. But travel app marketers and developers may be more interested in the company's latest mobile software, iOS 12 — expected to become available by the end of next week.
The software update aims to make it easier for iPhone users to manage notifications from their lock screen and to fine-tune the types of messages they want to receive.
Every Apple user and app is affected. But business travelers who are frequently on the road, using corporate travel apps like Concur, TripActions, CWT to Go, TripIt, and TripCase, may find the update especially relevant.
In good news for marketers and developers, Apple is allowing newly installed apps to be pushier. It is enabling apps to push notifications quietly for two weeks before having to obtain consent from the user. Until now, consent was required upfront.
"This is an incredible shift from Apple and a massive opportunity for travel brand marketing departments, as historically opt-in rates for push are much lower on iOS than Android, with over 50 percent currently saying 'Don’t Allow' to the standard prompt," said Glenville Morris, director, consulting and digital insight at Travelport Digital.
The new mechanism rewards apps that are being strategic about their pus
