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.

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.

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 defense, which shares a simplified system profile with websites you visit. Making it even more difficult for data companies to identify you.

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 favorite 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 in the A13 chip performs over 100 billion operations per photo to recognize faces and places without ever leaving your device.

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.

The App Store

Apps in the App Store are required to follow our strict guidelines and undergo a review. If an app wants access to information like your photos or location, you’re prompted to give permission first. And you can always change your mind about the data you share.

Learn more about privacy at Apple.