Apple has long banned apps from advertising
and marketing using notifications, but according to the new App Store review
guidelines in iOS, Apple has now enabled app developers to use push notifications
for marketing. However, users do need to opt in for this to take place. Even
after opting in, there is an option to opt out should you wish to. One of the
key reasons behind this development is that Apple had itself been violating its
own rule by sending out ad-like push notifications, allowing special treatment
for itself. One may think why users would opt in to see ads, but app by app opt
in requirement allows users to receive ads from some apps that they like, and
not from others.
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