Apple recently concluded WWDC 2025 with significant updates that will impact how Indian marketers approach personalization while maintaining compliance and ethical standards. The event highlighted the importance of understanding customers' behaviors and preferences to create tailored experiences.

One of the key additions is Apple's Declared Age Range API, allowing apps to prompt users or their guardians to select an age range without sharing birthdates. This enables personalized content and experiences while respecting privacy.

This update is particularly beneficial for sectors like EdTech, gaming, and family-focused commerce, as it helps marketers customize content based on age suitability without collecting sensitive data. It also simplifies compliance with regulations like the new DPDP Act in India.

Another noteworthy update is the introduction of scroll-driven animations in Safari. While this may seem like a developer-focused feature, it offers marketers a new way to engage users as they navigate websites. Brands can now use animations to enhance storytelling and guide user attention effectively.

Apple's Language Discovery feature is also a significant advancement, allowing apps to detect the languages customers use in real life for texting, reading, and listening. This enables smarter multilingual engagement, ensuring that content is served in the right languages based on user behavior.

Additionally, Apple's on-device generative AI framework, Apple Intelligence, empowers marketers to create personalized experiences without sending data off the device. This feature, coupled with Guided Generation, supports structured journeys like recommendations and content feeds while prioritizing data privacy.

Throughout WWDC 2025, Apple emphasized the importance of personalization for building trust with customers. By providing tools for real-time relevance while upholding regulatory standards, Apple is reshaping the brand experience to prioritize ethical personalization.

As the event concluded, it became clear that Apple is transforming the brand experience by focusing on privacy, personalization, and ethical engagement. Brands that leverage these updates as foundational elements will be poised to succeed in the future of customer loyalty.