Is this the beginning of the end of pre-headers? It might be!
Watching today's Apple Event (September 9th) highlighting new iPhones and Apple Watch and Airpods updates, I noticed just a tiny little tip about how Apple Intelligence will help you stay on top of your most important email messages. They showed a snapshot of Apple Mail on iOS replacing preview/pre-header information for email messages with summary information generated by Apple Intelligence.
This is clearly coming in iOS 18. Will it apply only to iPhone 16? Probably not.
I suspect that if this is enabled, pre-headers will basically become a thing of the past for email marketing. Well, maybe you'll still add them, but you'll have to be prepared for the fact that they'll be replaced with AI-generated message summary information in the Apple mail client.
Stay tuned! This seems like a sure thing to me, but what do I know? Things could change or not exactly work out as I've hypothesized. We shall see.
This is clearly coming in iOS 18. Will it apply only to iPhone 16? Probably not.
I suspect that if this is enabled, pre-headers will basically become a thing of the past for email marketing. Well, maybe you'll still add them, but you'll have to be prepared for the fact that they'll be replaced with AI-generated message summary information in the Apple mail client.
Stay tuned! This seems like a sure thing to me, but what do I know? Things could change or not exactly work out as I've hypothesized. We shall see.
It strikes me as a bit of "the end of an era," as I was the product manager for Salesforce Marketing Cloud's implementation of pre-header support way back around 2014. I guess I was there I was there to see it born (at least in their platform), and I'm here now, possibly watching it die, ten years later.
Here's that particular moment from the full video presentation.
