By ramita borders
Apple wrapped up WWDC 2025 with a set of meaningful shifts: the new updates reshape how Indian marketers can personalize journeys, while remaining compliant and context-aware. If the early days of WWDC were about surfaces and interactions, Day 5 was about nuance: who your customer is, how they behave, and how to meet them there, ethically.
One of the most consequential additions is Apple’s Declared Age Range API. With iOS 26, apps can now prompt customers—or their guardians—to select an age range, such as “under 13” or “16 and up.” No birthdates are shared, but the brackets unlock just enough detail to personalize your app or website responsibly.
This is a game-changer for sectors like EdTech, gaming, and family-focused commerce. It enables marketers to tailor content, UI, or nudges based on age suitability, without the overhead or risk of collecting sensitive data. For Indian marketers navigating the new DPDP Act, it’s a welcome development that makes compliance easier and customer trust stronger.
Another under-the-radar but impactful update: scroll-driven animations in Safari. It might sound like a web developer feature, but for marketers, it unlocks a new layer of storytelling. As customers scroll through a website, brands can now trigger animations, revealing testimonials, filling progress bars, or sliding in product cards, without complex code.
Why does this matter? Because great CX is about guiding attention without distraction. Motion creates hierarchy, pacing, and emotional tempo. And with Apple ensuring these animations respect accessibility settings (like reduced motion), marketers don’t have to trade elegance for inclusivity.
Brands can nudge a customer with an offer when a product tile scrolls into view, or prompt a signup when they hit a testimonial carousel. It’s not just motion: it’s motion with purpose.
But personalization doesn’t stop there. Apple introduced Language Discoverywhich goes beyond device language to understand what languages customers actually use in real life; texting, reading, and listening. Especially in a multilingual country like India, this is a major leap forward.
Your customer may browse in English but stream in Telugu, text in Hindi, and consume news in Malayalam. With iOS 26, apps can detect these usage patterns and serve content (notifications, recommendations, onboarding flows) in the right languages, without explicit input.
This opens up smarter multilingual engagement. Instead of guessing language preference, brands can confidently personalize push, email, or in-app flows based on real behavior. No toggles, no friction, just relevance.
Finally, Apple’s on-device generative AI framework, Apple Intelligence, now allows marketers to build personalized experiences like summaries, recommendations, even dynamic onboarding without sending any data off the device.
The kicker: all of this works through Guided Generationwhich ensures outputs are structured and predictable. That means generative personalization can now support structured journeys like plan recommendations, itinerary builders, or behavior-tagged content feeds, without compromising data privacy.
As WWDC closes, the theme is unmistakable: personalization, not just for effectiveness—but for trust. Indian marketers have long walked a tightrope between scale and sensitivity. With Apple’s Day 5 updates, they finally have tools that let them deliver real-time relevance while staying on the right side of regulation and customer expectations.
Across all five days, the message has been clear: Apple is rebuilding the brand experience layer by layer, from real-time surfaces to invisible interactions, spatial presence to ethical personalization. The brands that treat these as building blocks—not just features—will win the next era of loyalty.
This is the final dispatch from WWDC 2025, brought to you by MoEngage, a customer engagement platform built for marketers.The author is Senior Manager: Product GTM, Brand, and Content, MoEngage
