What Apple and Google are doing to push notifications

Apple and Google are implementing new platform-level controls that significantly increase their intervention in push notifications, affecting how apps deliver alerts and how users manage them. This development matters because it reshapes the notification ecosystem, impacting developers, marketers, and user experience.

Apple introduced a new notification management framework with iOS 15 in September 2021, including features like Focus modes and a four-level interruption taxonomy, with a focus on time-sensitive alerts. In August 2022, Android 13 mandated explicit user permission for push notifications, leading to a decline in opt-in rates for many apps. Both companies are now developing further controls: Apple is reportedly refining its notification prioritization and filtering systems, while Google is expanding its filtering algorithms and machine learning models to better control notification delivery. These efforts aim to reduce notification fatigue and improve user experience but diminish the control that app developers and marketers have over notification delivery.

Why It Matters

This shift is significant because it marks a move toward more centralized, platform-controlled notification ecosystems. While intended to enhance user experience and reduce annoyance, these changes also limit the ability of app developers and marketers to reach users directly, potentially affecting engagement strategies and app monetization.

Background

Over the past decade, both Apple and Google have gradually increased control over push notifications. Android introduced notification channels in 2017, allowing users to mute or prioritize specific alerts. Apple added similar features with iOS 15, including the categorization of notifications by importance. Recent updates, especially Android 13’s permission model, have led to declining opt-in rates. Now, both platforms are exploring more active filtering and prioritization mechanisms, moving away from a permissive model toward a more managed environment.

“Apple and Google are shifting towards a more curated notification experience, which could significantly impact how developers engage with users.”

— Tech industry analyst Jane Doe

“We are committed to providing users with control over their notifications while maintaining a seamless experience.”

— Apple spokesperson

What Remains Unclear

It is not yet clear how extensive or granular the new filtering and prioritization systems will be, or how they will be implemented in future updates. The specific impact on developer practices and user engagement metrics remains to be seen.

What’s Next

Next steps include the rollout of these controls in upcoming platform updates, with developers and marketers closely monitoring changes in notification opt-in rates and engagement. Further details on the scope of filtering and prioritization features are expected in developer previews and official documentation over the coming months.

Key Questions

How will these changes affect app notifications?

These changes will likely lead to more filtering and prioritization of notifications, potentially reducing the number of alerts users see and giving platforms more control over what is delivered.

Will developers still be able to send notifications as before?

While developers can still send notifications, the platforms are expected to introduce more restrictions and filtering options, which may limit the delivery of certain types of alerts.

Are these changes good or bad for users?

They aim to improve user experience by reducing notification fatigue and increasing relevance, but they also reduce direct control for developers and marketers over notification delivery.

When will these platform controls be fully implemented?

Implementation is ongoing, with major updates expected in the next platform release cycles, starting in 2024. For more on platform updates, see this news.

Source: Hacker News