Apple users have long asked for a way to filter marketing alerts from useful alerts; the company’s new Apple Intelligence in iOS 27 may finally answer that call. By letting the OS classify notifications into three tiers—Exceptional, Routine, Marketing—users can opt to block the unwanted ones.

The idea draws on a 2020 request from a long‑time iPhone advocate who said he never needs alerts about a robot vacuum finishing a cycle or random “achievement” badges from a blogging app. He argued that useful notifications—like a sale confirmation on e‑Bay or a filter‑change reminder—should stay while marketing spam should not.

Apple’s plan sidesteps the need for developers to tag notifications, shifting the burden to the phone itself. The system will silently delete unwanted alerts, though users worry a critical message could be missed. The move mirrors similar AI‑driven filtering in Siri and other Apple services.

If adopted, the feature could tidy inboxes across the ecosystem, giving iPhone owners more control over what pops up on their lock screens. The decision rests with users who can enable or disable the filter in settings.