I wrote recently about what Google, Yahoo, Microsoft, and Apple are doing to your email: how four providers stopped being transport layers and turned into active intermediaries between brands and their customers, parsing, ranking, summarising, and increasingly answering on the recipient’s behalf.
The same thing is happening to push, with two companies in control instead of four. Apple and Google run the only two pipes that matter, and every notification you have ever sent has passed through one of them. Over the last five years the on-device model that now sits between delivery and your lock screen began summarising, reordering and, on some surfaces, rewriting it.
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