Launched September 2021 with iOS 15, Apple MPP pre-fetches all tracking pixels through proxy servers regardless of whether the recipient opens the email.
What MPP broke:
- ❌ Open rates (nearly doubled post-MPP)
- ❌ Click-to-open rates
- ❌ Open-based automations
- ❌ Send-time optimization based on opens
- ❌ Location-based personalization
What still works:
- ✅ Click-through rates
- ✅ Reply rates
- ✅ Conversions
- ✅ Unsubscribes
- ✅ Bounce rates & spam complaints
Apple Mail accounts for ~49% of all email opens — the impact is massive.
🎯 Action: Shift to click-based metrics as your primary engagement indicator.
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