Apple Fake Opens

Apple introduced "Mail Privacy Protection" (MPP) for iOS15. This feature was enabled on Sep 14, 2021.

“Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. It prevents senders from knowing when they open an email and masks their IP address so it can’t be linked to other online activity or used to determine their location.”

Apple devices accounted for approximately 52% of all email opens so it was essential for Bloomreach to develop a solution that will not show any fake increase in open rates of your email campaigns.

Watch the following video to better understand how the new iOS feature affected emailing.


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Watch more videos on how to deal with the iOS 15 and learn from a practical use case about a popular fashion retailer in the free Engagement Mini Masterclass offered by Bloomreach Academy.

What are the implications?

Apple fake opens issue applies only to Apple Mail users who have opted into their privacy feature “Mail Privacy Protection”.

Opens are significantly over-reported. Apple is pre-loading / pre-fetching images on delivery of the emails. This pre-fetching of images fires the image tracking pixel which counts as an “open” creating “false opens.

This applies to both iOS and macOS, meaning all devices are impacted ( both desktop and mobile devices).

Fake opens impact any email address, if the address has been integrated with Apple Mail (e.g. Gmail, Yahoo, Hotmail; not just iCloud accounts that Apple provides)


Delivery, Bounce and Click metrics have not been impacted by Apple Fake Opens.

Apple Mail Segmentation by Bloomreach

Categorize your customers into dependable groups to differentiate between genuine and false open rates that your campaigns may produce with our Use Case solution. These categorizations will assist you in both reporting and targeting your campaigns effectively.

Prepare segmentations to assist you in reporting and targeting. Additionally, gain insights from a campaign analysis that separates metrics between Apple Mail and non-Apple Mail subscribers. This will provide more accurate open rates, click-through rates, and spam complaint rates, both in total and unique.


Visit the Use Case

To see more about Apple Mail Segmentation, please visit this site or contact your CSM.