Apple's WWDC brings anticipation and anxiety for marketers, especially regarding the potential impact of iOS updates. There's uncertainty surrounding iOS 17's effects on UTMs and link tracking. However, merchants using Postscript for text messages can relax-for now. Despite potential issues for iPhone 8 and X users, there's optimism. iOS changes, like App Tracking Transparency in iOS 14.5, have already reshaped marketing strategies, but adapting remains essential.

There is a lot of disagreement about the impact of iOS 17 on UTMs and link tracking. As it stands at the time of writing this article, merchants sending texts on Postscript can take a deep breath. It's going to be ok (if you are using an iPhone 8 or X, you might need a new phone though). I'll explain why, but first a bit of context around iOS and cross site tracking.

Ecommerce marketers are still feeling the aftermath of iOS 14.5. Apple's App Tracking Transparency (ATT) changed the game by having consumers need to select if they would allow an app to collect certain data and share it across other apps. I remember the reaction from other marketers when this was released, the doom and gloom felt by the marketers I knew was further compounded when I asked if any of them were going to allow their apps to track their activity across other apps and websites (the answer was no).