In mid-to-late 2021, it was fairly common for everyone in DTC to be blaming poor business performance on iOS 14.5. Only much later (for the DTC community, at least), when Common Thread Collective began showing the correlation between CAC and the Consumer Confidence Index, however, did it appear that, maybe, something else was going on, too. At the same time Apple rolled out its infamous software update, consumer confidence began to fall.
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In mid-to-late 2021, it was fairly common for everyone in DTC to be blaming poor business performance on iOS 14.5. Only much later (for the DTC community, at least), when Common Thread Collective began showing the correlation between CAC and the Consumer Confidence Index, however, did it appear that, maybe, something else was going on, too. At the same time Apple rolled out its infamous software update, consumer confidence began to fall.