Whether you’re an Apple loyalist or not, if you’re using one of the newer models of iPhone or MAC then you’ve no doubt seen a few changes to your inbox. With the recent release of Apple Intelligence as part of iOS 18, Apple has introduced several new features that are subtly reshaping the way users interact with their inboxes and more importantly their emails.

It’s important to mention here that not all users will be seeing these updates due to their device limitations, however with Apple being the provider of choice for over 50% of all email accounts, it won’t be long.

While it’s still early days, and we expect time and continued usage to bring more clarity about what these mean in the long term, having spent the past few weeks exploring these features, we wanted to share our early take on some of its most notable changes, and what marketers may need to consider moving forward.

AI-Generated Summaries: Next-Level Convenience

One of the standout features of Apple Intelligence is the AI-generated email summary, which provides users with a condensed view of an email’s content. This summary doesn’t replace the preheader but rather works alongside it. The preheader remains visible, but once an email is opened, users can request an AI-generated summary that captures the email’s main points without the need to read through it entirely.

If a summary is generated, it will replace the preheader as the primary display text in the folder (subject lines are not impacted).

For Users

This feature offers a more efficient way to engage with emails. By summarising the content into a few short lines, users no longer need to scroll and scan to determine if the email is worth their time. Instead, they can focus on what’s relevant, enticing them to open more emails and explore content they might have otherwise skipped.

For Email Marketers

  • Preheaders are still essential: While summaries add value, they don’t replace the importance of preheaders. These will still be an essential part of enticing users to open emails.
  • Content should be clear, concise, and engaging: The AI relies on well-structured, concise content to generate summaries. If we are to trust AI to create an accurate summary of our content, then it must be clear, otherwise the summary may fail to capture the email’s value. Too much going could be confusing.
  • Potential for increased natural opens: By making emails more accessible at a glance, these summaries could encourage the recipient to open more mail. Our Demand Gen team believe people will be more likely to open emails now they don’t have to read them in their entirety.
Email inbox on phone

Email Categorisation: Smarter Organisation for Users

Apple Mail’s new categorisation system, similar to Gmail’s folders, is a big step towards the organised inbox we all dream of, but without the need to maintain it ourselves. This new system automatically sorts emails into a handful of dedicated folders: Primary, Transactions, Promotions, and Updates. This has been designed to make inboxes more intuitive and organised. While the concept of being banished from the primary folder is a scary thought, I believe the reality will be more positive.

For Users

The automatic organisation of emails is expected to be a welcome change, and whilst many will be used to this feature in some capacity, whether with their work email or another email provider, it may still take some getting used to.

For me it’s a leap in the right direction. Rather than facing an overwhelming list of emails in a single inbox (just knowing my wife has 50,000 unread emails gives me sleepless nights), users can now navigate their emails more efficiently by heading straight to the folder that meets their immediate needs:

  • Primary Folder: For personal or high-priority communications.
  • Transactions Folder: Ideal for purchase confirmations, receipts, and other transactional messages.
  • Promotions Folder: A dedicated place to find offers, discounts, and brands you follow when in a shopping mindset, without needing to sift through countless take-away order confirmations and ‘item has been posted’ notifications.
  • Updates Folder: Will likely be the home for newsletters, app notifications, or service updates that are informative but not urgent.

This layout enables users to use their inboxes with purpose. For instance, they can head to the Promotions folder to check for any discounts and deals when they’re in market for something specific. After making a purchase, consumers can check the Transactions folder for receipts or delivery updates. These features are designed to make people's lives easier and I’m sure we’d all agree that organisation is less overwhelming than chaos. With valuable emails dotted across all categories, users should naturally begin dipping in and out of all folders simultaneously without a second thought.

For Email Marketers

This new categorisation introduces a change in how users are likely to engage with marketing emails. But this doesn’t mean it’s all doom and gloom. It's an opportunity to make those refinements you’ve been wanting to.

Customer expectation won’t change, they still want a personal and relevant experience. Therefore, to maintain visibility we recommend businesses continue to:

  • Deliver relevant, high-quality content: Emails that offer clear value are more likely to gain users’ attention in their respective folders. Remember inbox placement is earned, not guaranteed, emails should focus on customer relevance, not brand priorities.
  • Follow deliverability best practices: Ensure your emails meet predefined standards and maintain a strong sender reputation to improve categorisation outcomes.
  • Use urgency and FOMO: The AI summary is likely to prioritise any urgent message or call out, therefore this should be clear and featured above fold.
  • Request categorisation: Users will be able to assign senders to specific folders. Ask your most engaged audience members to add your mail to the primary folder so they don’t miss a thing. Better yet, request on sign up when interest is at its peak.

Enhanced User Control: Prioritising Simplicity

iOS 18 empowers users to take greater control of their inboxes with tools like bulk unsubscribe options and manual re-categorisation.

These features make it easier to manage subscriptions and reduce inbox clutter, and whilst they’re not entirely new, they do highlight the importance of maintaining relevance, respecting users’ preferences and regularly cleaning your audience lists.

Initial Thoughts and Looking Ahead

I know plenty of marketers and business owners who heard of these changes and immediately panicked. And whilst there will be challenges, and businesses will need to adapt slightly, Apple Intelligence is less about sticking it to companies sending promotional campaigns and more about enhancing the user experience.

While these updates don’t demand a complete overhaul of your email strategy, they should be considered and given thought.

As these features evolve, we’ll continue to share insights and refine our approach. For now, let’s look at the positives and embrace the change.

Whether you need advice on crafting customer-first email strategies, aligning your content with the latest updates, or ensuring your campaigns adhere to best practices, we’re here to help. Get in touch today - change doesn’t have to be daunting with the right support.