Professionals are well aware of how the digital marketing industry is always evolving. Be it new updates by the digital media giants like Google, Microsoft, Apple, Facebook, or the marketing trends—We, the digital marketers at Wisitech have been dealing with the curveballs for over the past 22 years. The latest iOS features additions by Apple have left the digital marketers uneasy and it definitely affects the marketing strategies at large. Here’s what changes and how you can deal with it. Apple announced that iOS 15 will have multiple privacy settings for its users for a better user experience. They said, “This year, Intelligent Tracking Prevention is getting even stronger by also hiding the user’s IP address from trackers. This means they can’t utilize the user’s IP address as a unique identifier to connect their activity across websites and build a profile about them.” The new features are targeted to delight the users and soon Google or Microsoft are also expected to implement the same. However, in order to take care of the users, they are pivoting the marketers to a different situation where tracking users’ behaviors at large become next to impossible. No more mass-mailing!