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.

App Tracking Transparency lets you control which apps are allowed to track your activity across other companies’ apps and websites.

View A Day in the Life of Your Data (PDF)

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.


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 defense, 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.


Where you go says a lot about you. Maps delivers a great experience without Apple knowing which stores, neighborhoods, 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.


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 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.


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 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. And with Apple?Card, your spending history is generated right on your iPhone, so only the bank has that history.

Health keeps your?records under?wraps.

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


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.


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. iOS?14.5 and iPadOS?14.5 or later require developers to get your permission before tracking your activity across other companies’ apps and websites for ads or data?brokers.