Apple Store App & Privacy

Apple Store app is designed to connect you with Apple products and services that you may be interested in while protecting your privacy.

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  • We collect your personal information so that we can provide you with the content, services and features in the Apple Store app.
  • We use information about your purchases, devices, subscriptions and other activity in the Apple Store app to tailor features and offer personalised recommendations for you.
  • To improve the Apple Store app, we use information about your browsing, purchases, searches and downloads.
  • To help identify and prevent fraud, information about how you use your device, including the approximate number of phone calls or emails you send and receive, will be used to compute a device trust score when you attempt a purchase. The submissions are designed so Apple cannot learn the real values on your device. The scores are stored for a fixed time on our servers.

Privacy is a core principle at Apple and a priority in all that we do. We believe that it’s important for you to know what we’re collecting and why we need it so that you can make informed choices.

Apple uses your personal information to provide the services and features in the Apple Store app. This includes account and payment information, which you can access and update on the Apple Store app account page.

Apple collects information that you provide when you shop or search for products or services, such as billing and delivery information, or the information you provide when you register for a Today at Apple session using the Apple Store app. Apple uses this information to provide you with the product or service that you requested, for fraud and security, to improve your experience, and to comply with applicable laws.

Improving and Personalising the Apple Store App

Apple collects information about how you use the Apple Store app and information about your past purchases to improve the Apple Store app for you and others, and to tailor your Apple Store app experience to help you discover content that’s most relevant to you. For example, we may use information about recent purchases to recommend products, subscriptions, payment options or Today at Apple sessions that may interest you. If you allow the Apple Store app to access your location, it may be used to provide you with relevant information such as nearby Apple store locations or Today at Apple sessions. Siri also suggests Today at Apple sessions based on on-device information derived from the apps you use and the websites you visit with Safari.

Your sign-in information is shared across the Apple Store app, iTunes and the App Store. If you are signed in, information about your devices and the subscriptions associated with your Apple ID will be available to you in the Apple Store app and will be used to personalise your Apple Store app experience. To sign out, go to Settings > [your name] > Media & Purchases, then tap Sign Out.

Communicating with You

Apple may use your Apple ID account information to send you communications about the Apple Store and other Apple products, services and offers that may be of interest to you and request your feedback on your in-store experience or products and services you have purchased. For example, Apple may use information about your devices such as device serial number to check eligibility for certain trade-in offers. Apple may also use information about your activity within the Apple Store app and Apple Retail Stores to send you emails and push notifications about new device, features, sessions and offers available in the Apple Store and Apple Store app if you choose to receive email and/or push notifications. You can change your email preferences and opt out of receiving these emails by going to To update your notification preferences, go to Settings > Apple Store > Notifications. You can also update your notification preferences within the Apple Store app by going to Account > Settings > Notifications.

Sharing with Third Parties

Apple may share your information with partners for the purposes of fulfilling your request, such as processing your purchase, product delivery or customer service. Apple may also provide information which cannot be linked to you to third-party partners that provide our products and services or that help Apple market to customers. These companies are obliged to protect your information and may be located wherever Apple operates.

Information about products not manufactured by Apple, or independent websites not controlled or tested by Apple, is provided without recommendation or endorsement. Apple assumes no responsibility with regard to the selection, performance or use of third-party websites or products. Apple makes no representations regarding third-party website accuracy or reliability. Risks are inherent in the use of the Internet. Contact the vendor for additional information. Other company and product names may be trademarks of their respective owners.

Non-personal Information

We may collect, use, transfer and disclose non-personal information for any purpose. For example, we may aggregate your non-personal information with that of other Apple Store app users for the purposes of evaluating or improving the service.


We only retain personal information associated with your transactions and activities at Apple Stores for as long as we have a business need, contractual obligation or legal requirement. Some information, such as purchase history, but not your stored card details, may be retained as business records even after you close your account or delete the Apple Store app.

Preventing Fraud and Other Malicious Activity

We also collect personal information to prevent fraud and other malicious activity in the Apple Store app and other Apple online stores, and other Apple apps and services. This information includes device information, such as device type and software version, location information (if available), download and purchase history, and other interactions with the stores. When you initiate a purchase, Apple may use information about your historical business relationship with Apple to process the request and determine whether to provide the product or service in advance of authorisation by the payment partner.

We also compute a device trust score on your device when you attempt a purchase using information about how you use your device, including the approximate number of phone calls or emails you send and receive. The submission is designed so Apple cannot learn the underlying values on your device. The score is stored for a fixed time on our servers.

At all times, information collected by Apple will be treated in accordance with Apple’s Privacy Policy, which can be found at

Published Date: September 20, 2021