What Apple and Google are doing to your push notifications
Apple and Google have significantly changed how push notifications are managed on their platforms. Over the years, both companies have implemented various levels of control over notifications, shifting the balance of power from senders to users. This evolution has led to a decline in opt-in rates for notifications, impacting how brands communicate with their customers.
- ▪Apple and Google control the primary channels for push notifications, with all notifications passing through their servers.
- ▪The introduction of notification channels on Android and similar features on iOS has given users more control over what notifications they receive.
- ▪Recent changes have resulted in a notable decline in opt-in rates for push notifications, particularly among gaming and news apps.
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27 May 2026 What Apple and Google are doing to your push notifications Contents Push as a battery problem Fifteen years of platform intervention What email did first The on-device editor What users actually do with notifications What the marketer can see Writing for the model in the pipe Shifting weight to owned surfaces What this becomes What to do about it I wrote recently about what Google, Yahoo, Microsoft, and Apple are doing to your email: how four providers stopped being transport layers and turned into active intermediaries between brands and their customers, parsing, ranking, summarising, and increasingly answering on the recipient's behalf. The same thing is happening to push, with two companies in control instead of four.
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