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Before you read this article, please read
iOS26 Change: Read here
iOS26 Impact: Read here
So we are here on Oct 16 and after testing the final release for 3 weeks, we are now sure Apple is likely not going to make the change we saw in the Preview Releases on iOS26. And we are wondering if that’s in response to backlash from the advertising community and/or if its knowledge about optionality provided by Meta or Google.
So what does this mean
This means that the changes the two larger platforms - Google and Meta - had readied themselves to ensure Apple does not interfere with their monetization.
Blotout changes
Blotout had upgraded about 98% of all its customers (with a no code / low code option) by end of September, 2025 with full knowledge of changes Meta and Google Ads were expecting. So we were ready and fully anticipating the change
Has Blotout reverted the changes?
No. After doing measurements, we are now seeing a 9.x% lift in Click Attribution for one of the two platforms and that's a win for our customers. This also means that even today there is lossiness between the URL parameters and the optionality provided for iOS26 can fix it. So while we are disappointed that we pushed customers to make changes, we were happy that they got the benefits despite Apple not making the change
So is Apple done?
No. We are seeing that the preview builds (Safari) are carrying the changes and may be applied anytime in the future considering that they were tested heavily in the beta phase of iOS26 and Tahoe26 (Safari Desktop). So folks have to keep an eye on when Apple pulls the trigger.
However, if you are a Blotout customer, you are set!
But if you are not - Book a demo here