Privacy. That’s Apple.
Privacy is a fundamental human right. It’s also one of our core values. Which is why we design our products and services to protect it. That’s the kind of innovation we believe in.
Apple Intelligence.
Great powers come
with great privacy.
Apple Intelligence is the personal intelligence system that helps you write, express yourself and get things done effortlessly.* With groundbreaking privacy protections, it gives you peace of mind that no one else can access your data — not even Apple.
On-device
processing allows Apple Intelligence to be aware of your data without collecting your data.
On-device processing
The cornerstone of Apple Intelligence is on‐device processing, which gives Apple Intelligence the ability to fulfil many of your requests without leaving your device.
- Deeply integrated into your iPhone, iPad and Mac
- Powered by Apple silicon
- Designed to protect your privacy at every step
Private Cloud Compute extends the privacy of Apple devices for more complex requests.
Private Cloud Compute
- The data required to fulfil your request is sent to Apple silicon servers — no other data is sent.
- Your request is processed — never stored or accessible to Apple.
- Your response is returned to you — and only you.
Some requests require more computational power than what fits in your pocket. For these more complex requests, Apple Intelligence can draw on Private Cloud Compute and extend the privacy of your Apple devices to Apple silicon servers. And our privacy promise can be verified by independent experts.
Discover everyday privacy protections.
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Private Browsing.
Powerfully private.
Private Browsing
When you turn on Private Browsing, Safari won’t save the sites you visit, your searches, or any information from forms you fill in. Advanced tracking and fingerprinting protections help prevent websites from tracking or identifying your device. And your private browsing windows automatically lock when you’re not using them.
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Passkeys.
Simple.
Secure.
So not a
password.Passkeys
A passkey eliminates the need for a password by using a unique digital key that only works from the site or app it was created for, so you don’t have to worry about website leaks or phishing. Passkeys are securely synced across Apple devices. Just use Touch ID or Face ID to authenticate and you’re done.
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Safety Check.
Take control
in times of
crisis.Safety Check
Safety Check is a section in Settings that helps people in domestic or intimate partner violence situations quickly reset the access they’ve granted to others. It also helps you manage which people and apps you’ve given access to.
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App Tracking Transparency.
Decide which
apps are
allowed to
track you.App Tracking Transparency
Make more informed choices about the apps you use and the permissions you grant them. Apps are required to ask your permission when they want to track you across apps and websites owned by other companies. And you can change your preference for any app or prevent apps from asking for permission entirely in Settings.
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Mail Privacy Protection.
Read, delete
and reply
with peace
of mind.Mail Privacy Protection
Mail Privacy Protection hides your IP address, so senders can’t link it to your other online activity or determine your location. And it prevents senders from seeing if and when you’ve opened their email.
Our apps mind their business. Not yours.
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Safari throws trackers off your trail.
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. Advanced Fingerprinting Protection obscures browser and device data that can be used to create a digital fingerprint of users.
When you use Private Browsing, the details of your browsing aren’t saved, and the websites you visit aren’t shared with your other Apple devices. And starting with iOS 17, iPadOS 17 and macOS Sonoma, Private Browsing now locks your private browsing windows when you’re not using them, completely blocks known trackers from loading on pages, and removes tracking added to URLs as you browse.
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Health keeps your records under wraps.
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.
When you do want to securely share your health data from the Health app with your doctors, they’ll see the data you shared in a dashboard in the provider’s health records system.
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.
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Wallet and Apple Pay help hide what you buy.
Wallet and Apple Pay
When you make a purchase, Apple Pay uses a device-specific number and unique transaction code. So your card number is never stored on your device or on Apple servers. And when you pay, your card numbers are never shared by Apple with merchants.
When you pay with a debit or credit card, Apple Pay doesn’t keep transaction information that can be tied back to you. And when you use Apple Pay, information is stored only for troubleshooting, fraud prevention and regulatory purposes.
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Maps knows your route, not your profile.
Maps
Where you go says a lot about you. Maps delivers a great experience without Apple knowing which shops, neighbourhoods or clinics you visit. And because Maps doesn’t include a sign-in, where you go isn’t associated with your Apple Account at all.
Many personalised features, like Visited Places or locating your parked car, are created directly 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.
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Photos lets you choose who has the full picture.
Photos
Your photo and video albums are full of precious moments, friends and your favourite things. Apple devices are designed to give you control over those memories.
Photos is also designed so that the face recognition and scene and object detection — which power features like For You, Memories, Sharing Suggestions and the People album — happen on device instead of in the cloud. In fact, the A13 Bionic and later chips perform over 100 billion operations per photo to recognise 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.
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Messages are only seen by who you send them to.
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.
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Siri learns what you need. Not who you are.
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 Account to use Siri, and the audio of your requests is processed entirely on your device thanks to the power of the Apple Neural Engine.
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.
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Apple News leaves what you read off the record.
Apple News
Many news sources keep track of your identity and create a profile of you. Apple News delivers personalised content without knowing who you are. The content you read is associated with a random identifier, not your Apple Account.
You get editor-curated content and a personalised 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.
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App Store shows you what’s in store for your data.
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 Nutrition 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.
Get the latest on privacy.
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Your other browser may be watching you.
Safari protects your privacy.
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Discover how Apple Vision Pro protects your data.
Like every Apple product and service, Apple Vision Pro is designed to protect your privacy and keep you in control of your data.
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Protect your data from malware.
Apple’s layers of security and App Store protections help shield you from malware.
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Take charge of how apps use your data.
Every day, people go about their lives unaware that their personal information is being harvested.
Learn more about privacy at Apple.
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