How Instant AI Handles Apple Mail Privacy Protection (MPP) Opens

Apple Mail Privacy Protection (MPP) is a privacy feature that automatically downloads email content in the background. This can make emails appear as “opened” even if the shopper never actually read them. This means open rates from Apple Mail can be inflated and don’t always reflect real human engagement.

Instant AI automatically excludes Apple MPP opens by default. These opens are not counted as real email opens in any Instant AI reporting, attribution, or performance metrics. There is no setting to turn this on or off and this behaviour is applied consistently across all merchants and all emails.

Why we do this

Apple MPP opens are generated by automated systems, not real shopper behaviour. Including them would:

• Inflate open rates

• Skew performance reporting

• Make optimisation decisions less reliable

By excluding them, Instant AI ensures your metrics reflect genuine shopper engagement only. We intentionally don’t offer a toggle or setting because excluding automated opens is best practice for accurate reporting, and we want all merchants to have clean, trustworthy data by default.