What are Apple and Google doing about push notifications displayed on smartphone screens?

Apple and Google are turning push notifications from simple delivery into OS- and AI-managed content, with iOS and Android increasingly deciding what gets summarized, prioritized, or hidden.

On iOS, features like Focus mode, Scheduled Summary, and Apple Intelligence reduce interruptions by editing notification visibility and timing.

On Android, notification channels, permission-based controls, and on-device AI such as Gemini Nano and AICore are pushing notifications toward smarter filtering and summarization.

The result is less direct control for apps and brands, making reach and performance measurement more opaque for companies that rely on push notifications.