In recent months, Apple multiplies the novelties related to confidentiality and the protection of the privacy of its users. The flagship measure is in particular l’App Tracking Transparency that forces developers to ask for your consent when their app collects your data for ad tracking purposes.
Far from stopping in such a good way, the Cupertino company will deploy a new feature on iOS 15 and macOS Monterey to fight against this same marketing follow-up in e-mails.
Always more confidentiality
Concretely, this new option called “Mail Privacy Protecion” will not be activated by default but easily accessible. Once launched, it will allow you to hide your IP address and will load the content set up as part of the background tracking using several proxy services. It will randomly assign them an IP address, which again should undermine advertisers’ plans.
On this subject, Apple also specifies:
It should be noted that senders will see an IP address that matches the region you are in, which will give them generic information about your behavior that is not specific and cannot be used to build a profile of your behavior.
You could previously block email trackers by blocking remote content from loading in the Mail app on iOS and macOS, but Apple’s new feature is superior because you can still view all email content as normal. while Email Privacy Protection works in the background without visual compromise.
It remains to be seen how advertisers will react to this idea, which will shake up their habits. These contributions could also inspire competition like Gmail and establish themselves as a standard in the industry.
They are in addition to other announcements made by the Apple brand during WWDC and in particular the presence of a VPN on iCloud +. You can find all of this information in our very complete summary of the Keynote.
