Privacy

Privacy is a fundamental human right. At Apple, it’s also one of our core values. Your devices are important to so many parts of your life. What you share from those experiences, and who you share it with, should be up to you. We design Apple products to protect your privacy and give you control over your information. It’s not always easy. But that’s the kind of innovation we believe in.

Your data. 
Your choice.

Learn about the practices of the data collection industry and see how privacy labels help make them more transparent.

View A Day in the Life of Your Data (PDF) See how apps from Apple handle your data

Everyday apps. Designed for your privacy.

Safari throws trackers off your trail.

Intelligent Tracking Prevention helps stop advertisers that follow you from site to site.

Safari

Some websites allow hundreds of different data collection companies to watch you, build a profile of you and serve you ads as you browse the web. Intelligent Tracking Prevention in Safari uses on-device machine learning to help block those trackers. And you can get a snapshot of all the cross-site trackers Safari is blocking by visiting your Privacy Report in the Safari toolbar.

Advertisers can also create a “fingerprint” of your device to target you based on characteristics like your browser configuration, and fonts and plug-ins you’ve installed. To help prevent this, Safari has built-in fingerprinting defence, which shares a simplified system profile with websites you visit. Making it even more difficult for data companies to identify you.

Maps makes your location history, history.

The Maps app doesn’t associate your data with your Apple ID, and Apple doesn’t keep a history of where you’ve been.

Maps

Where you go says a lot about you. Maps delivers a great experience without Apple knowing which stores, neighbourhoods or clinics you visit. And because Maps doesn’t include a sign-in, where you go isn’t associated with your Apple ID at all.

Personalized features, like locating your parked car, are created right on your device. Data used to improve navigation, such as routes and search terms, is not associated with your identity. Instead, that information is based on random identifiers that are constantly changing.

Photos protects your images from unwanted exposure.

The Photos app uses machine learning to organize photos right on your device. So you don’t need to share them with Apple or anyone else.

Photos

Your photo and video albums are full of precious moments, friends and your favourite things. Apple devices are designed so those memories don’t leave your hands until you share them.

Some services process photos in the cloud, which gives them access to your photos. But we designed Photos to process your images right on your Mac, iPhone and iPad. In fact, the Apple Neural Engine with the A13 and A14 Bionic chips performs over 100 billion operations per photo to recognize faces and places without ever leaving your device. And when apps request access to your photos, you can share just the images you want — not your entire library.

Messages are only seen by who you send them to.

Apple can’t read your iMessages while they’re being sent between you and the person you’re texting.

Messages

From inside jokes to invitations, a lot of life happens in text and video chats. Every blue-bubble message, picture, Animoji and video is encrypted while being sent between devices.

Smart suggestions in Messages, like pulling up photos to send based on who you’re messaging, are all done on your device.

Siri learns what you need. Not who you are.

Your Apple ID isn’t connected to Siri, and your requests are associated with a random identifier. Not you.

Siri

Siri was designed from the beginning to learn your preferences without sharing your identity with Apple or anyone else. You don’t sign in with your Apple ID to use Siri, and your device processes as much information as possible without sending it to Apple’s servers.

When Apple does process or store data on our servers, it’s associated with a random identifier — a long string of letters and numbers. That data is used only to improve Siri, and we never share or sell it. Apple doesn’t retain audio of your requests unless you choose to share it with us to improve Siri.

Apple News leaves what you read off the record.

Apple News delivers content based on your interests, but it isn’t connected to your identity. So Apple doesn’t know what you’ve read.

Apple News

Many news sources keep track of your identity and create a profile of you. Apple News delivers personalized content without knowing who you are. The content you read is associated with a random identifier, not your Apple ID.

You get editor-curated content and a personalized newsfeed so you can stay up to date with the latest news and stories. And because Apple News uses machine learning, the more you use it, the better your app gets to know what you like — without Apple ever knowing what you’re into.

Wallet and Apple Pay help hide what you buy.

Your credit and debit card numbers are hidden from Apple, and Apple doesn’t keep transaction information that can be tied back to you.

Wallet & Apple Pay

What you buy, where you bought it and how much you paid is sensitive information. Apple doesn’t store, sell or use that information.

Apple doesn’t store your credit or debit card numbers or share them with merchants. Instead, a unique Device Account Number is created every time you add a card to Apple Pay.

Health keeps your records under wraps.

You control which information goes into the Health app and who you share it with.

Health

From your heart rate to your menstrual cycle, apps and devices for your health can give you insight into some of your most personal details. With the Health app, you’re in charge of what information you’d like to include, what not to, and who has access to it.

All of your data is encrypted and only accessible with your passcode, Touch ID or Face ID. So however you use the Health app, you’re always in control of your data.

New

App Store shows you what’s in store for your data.

Easy-to-read privacy labels on the App Store help you choose apps based on how they use your data and whether they track you.

App Store

Every one of the more than 1.8 million apps on the App Store is required to follow strict privacy guidelines and report how it uses your data. And every app is rigorously reviewed by a team of experts at Apple.

When you're checking out an app, you’ll see its privacy label to help you decide if it works for you. Apps you choose to download need your permission to access information like your photos or location — and you can always change your mind about what you share. Starting in early 2021, iOS 14 and iPadOS 14 will require developers to get your permission before tracking your activity across other companies‘ apps and websites for ads or data brokers.