Exciting News: Safari on iOS Now Supports Web Push Notifications — My Experience and Key Insights

For developers and Digital Marketers alike, web push notifications have long been regarded as a highly effective engagement tool. Between 2015 and 2017, platforms like Chrome popularized their use, often outperforming email campaigns in click-through rates. However, over time, the adoption of push notifications slowed, primarily due to technical limitations, notably on Apple’s Safari browser for iOS devices. For years, lacking native support on iOS meant many developers, myself included, had to forsake push strategies for iOS users, limiting outreach potential.

The Challenge with iOS and Web Push

Back in the mid-2010s, I developed a push notification system leveraging Firebase Cloud Messaging (FCM) to target Android devices efficiently. For iOS, however, the process was markedly more complex. Achieving push notifications required an Apple Developer Account (costing $100 annually), along with intricate configurations involving certificates and the Apple Push Notification Service (APNs). These hurdles often discouraged ongoing development and integration efforts.

A Breakthrough in October 2024

Fast forward to October 2024, a significant development has emerged: Safari on iOS now natively supports web push notifications starting from iOS 16.4. This breakthrough transforms the landscape for developers aiming for seamless cross-platform engagement.

Key Requirements for Implementation

Implementing push notifications on iOS Safari now involves a few essential conditions:

• Web App Installation: The website must be added to the device’s home screen, effectively functioning as a Progressive Web App (PWA).
• iOS Version: Devices need to be running iOS 16.4 or newer.

Once these prerequisites are met, developers can deliver push notifications directly through Safari on iOS, unifying user experience across platforms.

Practical Steps to Enable Push on iOS Safari

Here’s a high-level overview of the implementation process:

1. Capture Push Subscriptions in Safari
   Use JavaScript APIs to request user permission and obtain subscription details, noting that Safari may utilize specific methods compared to other browsers.

2. Send Notifications Using Server-Side Tools
   Employ libraries such as web-push for service-side logic to send notifications to the obtained endpoints.

3. Testing on Real Devices
   After setting up, add your web app to the home screen on an