5 Years Since Apple MMP

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Eli5?

Apple’s built in email app is set up to automatically open emails when they arrive and download the content within. As such, all emails sent to the native Apple email app count as opens because the download fires the tracking pixel in the email body. If iPhone sales spike, specifically if the spike includes android defectors, so does usage of the Apple email app. This artificially spikes open rates. OP is saying if he knows this spike is coming due to Prime Day he can tell his boss he’ll make a cool optimization just prior, then take credit for the artificial spike.

If you use Apple mail then their privacy settings auto trigger the pixel that lets you know a person opened the email. In this they’re saying that every time there’s a big sells on iPhones they tell their boss they can increase open rates (making them look good because people in higher positions still care about it as a metric) since new iPhone users will give a temp bump in open rates.