Apple just changed the rules of cold calling.

Their latest iPhone update (iOS 26) now screens calls from unknown numbers by default so if you’re not in the contact list, you don’t ring straight through.

Instead, the phone asks you to say who you are and why you’re calling, then transcribes it live so the user can decide if they want to speak to you.

• Good for consumers.
• Tough for time-wasters.
• Game-changer for sales pros who still use the phone right.

what apple announced

At WWDC 2025, Apple revealed a new feature in iOS 26: Cold‑Call Screening.

If someone from an unknown number rings:

• The phone will ask them to state their name and reason for calling.
• Their response is transcribed in real-time.
• The call only rings through if the iPhone owner deems it worth answering.

In markets like the UK and Australia where iPhone usage hovers around 50%, this becomes an incredible default gatekeeper.

why sales, PR & recruitment pros are worried

This takes the idea of a gatekeeper and puts it on steroids:

“It removes the only window we had… those few seconds where someone might pick up out of curiosity.” – Russell Ayles, Recruiter

“The walls are back up.” – Clifton Mhlanga, Sales Enablement Pro

If you relied on sneak attacks or curiosity clicks to get through, that window is now shut. Calls must now be earned before they connect.

this doesn’t kill cold calling, it just kills lazy cold calling

If your number isn’t saved, you’re pitching before the person even picks up. That means:

❌ No more bluffing your way in
❌ No more lazy intros
❌ No more generic “Hi, just checking in…”

You now need:

✅ Value
✅ Relevance
✅ Clarity

That’s not a problem if you’re doing it right. In fact, it’s a gift! Because now, the people doing it badly won’t even get a look-in.

is it all doom and gloom?

Not at all. In fact, this is a quality uplift.

“It’ll push professionals to tighten up their messaging.” – Elle Kress, PR Expert
“Your first few seconds now really matter.” – Sue Barrett, Sales Coach
“This shines a spotlight on relationship-led outreach.” – Harrison Polites, Media Founder

what this means in practice

Cold calling just became one part of a bigger picture: your multichannel, multitouch process.

You’re not calling instead of emailing or messaging, you’re calling as part of a wider journey:

1. LinkedIn connection or DM
2. Personalised cold email
3. Brand visibility or retargeting
4. THEN call, with context:

“Hey Simon, I dropped you a message last week about [X], just wanted to follow up. Here’s why it matters…”

If they’ve seen your name, your call is familiar they might even think they have already connected with you and be compelled to pick up. This is the real game-changer!

how to adapt your outreach

Here’s what this new reality demands:

• Refine your list: Sloppy targeting = screened into oblivion
• Sharpen your value prop: Why this person? Why now? What’s in it for them?
• Nail your 10-second pitch: You’ve got one shot before you’re dismissed
• Build trust elsewhere: Be seen before you’re heard

the iphone-only argument

Yes, it’s just iPhones for now, but Apple shapes user behaviour and expectation. It won’t be long before Android follows suit, and before CRMs and business tools start offering similar screening features.

This isn’t a gimmick. It’s the new standard.

what this means for you (especially if you work with small businesses)

1. Cold calls aren’t dead, they’re just filtered.
2. Your first impression now happens before the ring.
3. Better prep = better results.
4. Multichannel contact is no longer optional.
5. Personalised intent is your biggest asset.

final thought

Apple just gave everyone a bouncer

If you want in, you’d better be on the list, or make a damn good case at the door.

Calls aren’t dead. They’re just different now.

Use that difference to stand out.

Want to chat about how your new multi-touch process could work, drop me an email on simon@williiamsfreelance.co.uk or connect with me on LinkedIn.