Did Apple Forget How to Count? What the Jump from iOS 18 to iOS 26 Means for Marketers

If your phone is still running iOS 18.7, but you’re hearing buzz about iOS 26, you might be wondering: what happened to iOS 19 through 25? Did Apple skip a few steps—or is there something bigger going on?  

Apple’s latest release, iOS 26, has made headlines for its cutting-edge AI and privacy features. But it’s the surprising leap in version numbers that has everyone scratching their heads. 

Let’s dig into what happened, why it matters to marketers, and how to adapt your overall messaging strategy. 

The number jump explained 

Skipping from iOS 18 to 26 in September wasn’t a bug or a typo—it was a deliberate, strategic renumbering designed to align all of Apple’s operating systems (iOS, iPadOS, macOS, watchOS, and visionOS) under a unified version scheme. 

Beyond the naming conventions, Apple also wanted a clean break to highlight the release’s significance. The new operating system introduces Apple Intelligence, privacy updates, and deep system-level changes across apps. In short, the leap from 18 to 26 is symbolic, ushering in a “new era” update rather than eight incremental ones.  

I suspect they wanted to make an attention-grabbing statement with their release-sequence jump…and it definitely worked!  

What marketers need to know about this update 

While the numbering itself is cosmetic, the features bundled into iOS 26 are not.  Remember iOS 15 when Apple first introduced MPP (Mail Privacy Protection)? SMS/RCS (Short Message Service and Rich Communication Service, respectively) have now joined the privacy party. Messages from numbers not saved in the user’s contacts may now be filtered into a hidden folder, adding an extra layer of security. 

But that’s not all; here’s a breakdown of the new features we can expect.  

1. Enhanced SMS and RCS experience

Apple’s adoption of RCS (Rich Communication Services)—which is bundled into iOS 26—changes how SMS looks and feels: 

• Branded link previews now display verified sender names, logos, and preview cards (similar to BIMI for email).  This brings the recent development of Apple Branded Mail to the SMS world.  

• Unverified short codes or generic links can be flagged as “unknown senders.” 

• These messages will appear in a dedicated “unknown sender” folder. It’s important to note that this feature isn’t automatically enabled for all users. 

• For users who do have this enabled, time-sensitive messages like verification or pass codes will still surface in their main list.   

• Message deliverability for non-verified SMS senders may drop, especially for promotional content.   

Businesses that rely on SMS marketing need to register sender IDs and use secure (HTTPS) branded URLs. Shortened or redirected links from unverified domains may lose trust signals or fail to generate a preview.  

2. Tighter privacy and tracking controls 

Apple expanded its anti-tracking framework again: 

• Mail Privacy Protection 2.0 now masks additional engagement signals, including some link-level tracking parameters.   

• Safari and Messages strip common UTM parameters by default when users share links. 

• Push and notification permissions must be renewed more frequently for “marketing” categories. 

Marketers should expect a further decline in cross-channel attribution. To evolve, you’ll need to rely more heavily on data collection and modeled engagement metrics, such as clicks and conversions. 

How to adapt your messaging strategy 

I know this is a lot to take in! Here are a few strategy tips to help ground you and guide you in the right direction.

1. Modernize your authentication

• For email, ensure your SPF, DKIM, and DMARC records are in place and properly aligned. 
• Use a verified brand logo (like using a VMC for BIMI) and implement Apple Business Connect for logos to display. This level of authentication builds trust with both mailbox providers and your subscribers.   
• For your subdomains (e.g., notify.brand.com), be sure to confirm DNS-level DMARC enforcement. 

2. Tighten SMS governance and user experience

• Register with The Campaign Registry (TCR) and Apple’s sender verification program. 
  • Work with your MSP to register for Apple’s sender verification program. 
• Use HTTPS links hosted on your own domain. 
• Test how your previews render in RCS-enabled environments. 
• Encourage users to add your number as a contact or trusted sender (Hint: Do this at the beginning of your relationship and include a contact card). 
• Consider implementing “Tap to join” or prioritizing user-initiated conversations. 
• Personalize your text-based messages. Text messages are perceived as more immediate and personal than email, so communicate accordingly. 
• Encourage replies to your messages. 

3. Lean on zero and first-party data

• With privacy barriers growing, make preference centers and engagement-based segmentation your core personalization tools.   
• Use data to segment your audience by behavior and interests.  
• Use server-side tracking or hashed identifiers instead of relying on URL parameters. 

What’s the bottom line?  

iOS 26 isn’t just a renumbered update—it’s a signal of Apple’s vision for the future of digital communication: smarter, more private, and brand-authenticated. 

For marketers, the takeaway is clear: success now hinges on leveraging trusted infrastructure and verified identity across all messaging. 

For more information on personalization best practices to help you stay ahead during the Q4 sprint, check out our recent Inbox Insiders webinar on-demand.