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At this year’s annual WWDC, Apple announced that beginning in 2023, iOS 16 will support web push notifications across its mobile operating systems.
What Are Web Push Notifications?
Web push notifications allow advertisers to send messages to opted-in audiences on mobile and desktop devices, even if they aren’t signed in to the browser. Digital advertisers use first-party data collected by push technology to create personalized web push notifications for targeted segments of consumers, aligning push strategies with multichannel campaigns to reach the right customers with the right messages.
What Does Apple Supporting Push Notifications Mean?
Currently, Safari does not support web push notifications using the same push standard as other browsers, and advertisers cannot easily deploy push messages on mobile devices. However, during the keynote at WWDC, Apple said "Safari in macOS Ventura will support web push notifications. That’s coming to iOS and iPadOS as well.”
What is the takeaway from this announcement?
Mobile, mobile, mobile. That’s really the most significant part of this announcement. Currently, if advertisers want to use push on Apple devices they have to develop an approved app, make it available in the App Store, and from that app they can then send push messaging. However, once the new features launch, advertisers will have a dynamic new way to reach their audiences on Apple devices as part of their push campaigns.
iOS 16 is set to release in September of 2022, with web push likely coming in 2023 with a future iOS 16 upgrade.
What Do I Need To Do To Gain Access To Web Push Notifications On Safari?
For advertisers who have already implemented web push, the notifications should automatically work on Safari.
Why Does Apple Supporting Push Notifications Matter To Advertisers?
More than 1 billion people have iPhones. Assuming Apple moves forward with the push notification support as planned, the opportunities it opens for advertisers could be a game changer for reaching consumers.
“This announcement from Apple represents a huge opportunity for advertisers to connect with the large pool of iPhone and iPad users via web push notifications,” said Michael Usner, Senior Vice President of Messaging for DMS. Usner added, “Instead of developing a costly mobile app, advertisers will be able to use their websites to deploy push notifications to re-engage and monetize their website visitors. Push technology makes it easy to re-engage website visitors with targeted messages that drive action.”
Now that Apple will allow web push notifications on iOS devices, advertisers will be able to reach even more users across all major browsers and device types.
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