Smith marketing professor Daniel McCarthy's research found that Apple's 2021 App Tracking Transparency (ATT) significantly impacted small direct-to-consumer businesses. ATT caused a 37% drop in ad click-through rates and up to a 60% revenue decline for smaller firms reliant on Facebook ads.

Smith School marketing professor P.K. Kannan says Apple's iPhone 16, powered by “Apple Intelligence,” marks a significant upgrade, particularly in privacy-focused AI and computational photography, aiding both user experience and market competitiveness.