• When you use Message Apple, Apple will receive an identifier associated with your Apple Account or phone number. This information, and your conversation, may be used to support your interaction with Apple.
• In order to authenticate you and to provide the support and services you request, we also collect identifiers of devices associated with your Apple Account, which may be used to look up your previous support history, display coverage status, and understand repair status.
• Message Apple will collect the location you have set for your device to assess your eligibility for certain features. Message Apple does not receive your precise location data.
• Depending on the support you request, you may be transferred to other teams within Apple or, for issues with Apple Card, to Goldman Sachs. Where you are transferred to Goldman Sachs, your personal data will be processed subject to their policies.

You can use Message Apple to interact with Apple for support and service. In addition, you may be handed off within Message Apple to live agents within Apple or to our third-party partners like Goldman Sachs.

Providing Message Apple

Message Apple is intended to help you interact with Apple to troubleshoot problems, answer questions, purchase new Apple products, and connect directly with AppleCare advisors or Apple Store specialists for support with your Apple devices, products, purchases, and services. If your inquiry relates to Apple Card and is forwarded to Goldman Sachs for servicing, Apple will share information about you and your inquiry with Goldman Sachs so that they may better help you. We use your personal data to provide these services and features in Apple Support.

When you chat with Apple, Apple will receive an identifier associated with your Apple Account or phone number. This information, and your conversation, may be used to support your interaction with Apple. Where relevant, Apple will also collect information about your Apple devices and services to provide tailored support that is most relevant to you.

Where it is necessary for the support or services you are requesting, Apple may collect shipping information, billing information, and payment processing information via Message Apple in order to facilitate that request. For example, when you request a mail-in repair or replacement or make a purchase from our Retail contact center.

Improving Message Apple

Apple uses models to provide Message Apple. For example, Apple will use models to understand the topic of your query, ensure you are assigned to the appropriate agent, and to provide a conversational experience. We use your search data and interactions to improve these models.

Applicable Legal Basis for Processing Personal Data

When you use Message Apple, we process your personal data as necessary for providing the services you are requesting, and to comply with our legal obligations. Where consent is the appropriate legal basis, we seek it in accordance with applicable local law.

Where applicable local law provides, we process personal data as necessary for purposes of our legitimate interests or those of a third party, including information about:

• Whether your device is currently able to receive Messages from Apple
• Your sessions, such as the duration and number of messages sent
• Your Apple Account information, including devices associated with your account and past support or transaction history
• Identifiers related to your device, such as serial numbers
• Your conversations with Apple

These legitimate interests include:

• Troubleshooting, quality assurance, employee training, or improving related products and services
• Preventing fraud against you or Apple, and preventing criminal activity
• Helping to maintain Message Apple, and improving and optimizing the service for you and others

If your inquiry relates to Apple Card and is forwarded to Goldman Sachs for servicing, Apple will share information about you and your inquiry with Goldman Sachs so that they may better help you. You can learn more about how Goldman Sachs processes your personal information by reviewing their privacy policy, available at https://www.goldmansachs.com/privacy-and-cookies. Goldman Sachs is available to assist 24 hours a day, 7 days a week. Goldman Sachs is also available by phone at 877-255-5923 or by mail at Goldman Sachs Bank USA, P.O. Box 45400, Salt Lake City, Utah 84115-0400.

Retention

Apple retains personal data only for so long as necessary to fulfill the purposes for which it was collected, including as described in Apple’s Privacy Policy or in our service-specific privacy notices, or as required by law. When assessing retention periods, we first carefully examine whether it is necessary to retain the personal data collected and, if retention is required, work to retain the personal data for the shortest possible period permissible under law. For most customers, this means we will retain a transcript of your interactions with Apple for at least eight years along with your support or service record, but in regions such as China, that period can be 30 years. Similarly, for most Apple Store customers, Apple will retain a transcript of your interactions for at least two years.

At all times, information collected by Apple will be treated in accordance with Apple’s Privacy Policy, which can be found at www.apple.com/privacy.

Published on: July 21, 2025