This feature is in BETA, expected March 2026.
What is Apple Mail Privacy Protection?
Apple introduced Mail Privacy Protection in iOS 15 and macOS Monterey.
When enabled, Apple Mail:
Preloads email images (including tracking pixels) through Apple proxy servers
Masks IP addresses and device information
Triggers open events automatically
This means an email may be recorded as opened even if the customer never viewed it.
How AIQ Handles MPP
AIQ now classifies email opens into two categories:
Apple MPP Opens
Opens triggered by Apple Mail’s privacy proxy
May not represent a real user interaction
Non-MPP Opens
Opens likely generated by an actual user opening the email
This allows AIQ to provide more transparent reporting and more reliable engagement signals.
How to exclude Apple MPP opens
Navigate to Settings > Company Account > Account Settings > Message Settings
By default the toggle
Email: include Apple Mail automated opens in metricsis set to ON to preserve existing behavior. If you want to exclude Apple MPP opens, toggle this to OFF.Save
When enabled:
Apple MPP opens are excluded from open counts and open rates
Apple MPP opens do not trigger flows or automations
Apple MPP opens do not qualify customers for audiences based on opens
Reports and exports will reflect only non-MPP opens
When disabled:
Apple MPP opens are treated the same as any other open
Reporting and automations behave as they did previously
This preserves backward compatibility for existing accounts while allowing customers to improve engagement accuracy.
Impact on Reporting
When the Exclude Apple MPP Opens setting is enabled, the following areas will use non-MPP opens only:
Email campaign reporting
Recurring campaign reports
Analytics dashboards
“After Email Opened” analytics
CSV and data exports
This ensures open rates better reflect real engagement.
Impact on Traits (Audiences + Flows)
Audience and flow filters based on email opens will respect the MPP setting.
Existing filters will exclude Apple MPP opens if the setting is enabled, such as:
Opened email from Campaign IDOpened any emailNumber of opened emails
Additional filtering options are also available:
Opened Email (Non-MPP Only)Opened Email (Apple Mail MPP)
This allows more precise segmentation when needed.
Best Practices
Because Apple MPP reduces the reliability of open events, AIQ recommends focusing on stronger engagement signals such as:
Clicks
Purchases
Site activity
Loyalty engagement
These signals provide a more accurate view of customer engagement.