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.

Private Cloud Compute extends the privacy of Apple devices for more complex requests.

Available now in English*

Learn more about Apple Intelligence

Discover everyday privacy protections.

Locked and Hidden Apps.

Choose
what’s visible.

Locked and Hidden Apps

Locked apps allow you to show your screen to someone while protecting sensitive areas of your phone. For additional privacy, you can hide a locked app. This removes the hidden app’s name and icon from the Home Screen and search results, and pauses its notifications. You can access locked or hidden apps with Face ID, Touch ID, or a passcode.
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 out. 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.
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.
Lock Hidden Albums.

Keep Hidden
and Recently
Deleted photos
private.

Lock Hidden Albums

Your Hidden and Recently Deleted albums in Photos are locked by default and can be unlocked using your device’s authentication method — Face ID, Touch ID, or your passcode.
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.

Learn more about personal safety with Apple devices
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.
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.

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.

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 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.

View all privacy features
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.
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 Cash, information is stored only for troubleshooting, fraud prevention, and regulatory purposes.
Maps makes your location history, history.

Maps

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 Account 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 lets you choose who has the full picture.

Photos

Your photo and video albums are full of precious moments, friends, and your favorite 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 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.

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.
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 ID 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.
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.

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.

View (PDF)
Drop by the Apple Store to learn more about privacy.

Join a 30-minute session and learn how to control your privacy on iPhone.

Join a free session
Protect your data from malware.

Apple’s layers of security and App Store protections help shield you from malware.

View (PDF)
Take charge of how apps use your data.

Every day, people go about their lives unaware that their personal information is being harvested.

View (PDF)

Learn more about privacy at Apple.

Our values lead the way.

Accessibility

Our built-in accessibility features are designed to work the way you do.

Learn more
Environment

We’re committed to bringing our net emissions to zero across our entire carbon footprint by 2030.

Learn more
Supply Chain Innovation

We prioritize providing safe, respectful, and supportive workplaces for everyone.

Learn more

Privacy. That’s Apple. Privacy.That’s Apple.

Apple Intelligence.

On-device processing allows Apple Intelligence to be aware of your data without collecting your data.

On-device processing

Private Cloud Compute extends the privacy of Apple devices for more complex requests.

Private Cloud Compute

Discover everyday privacy protections.

Locked and Hidden Apps.

Locked and Hidden Apps

Private Browsing.

Private Browsing

Passkeys.

Passkeys

Lock Hidden Albums.

Lock Hidden Albums

Safety Check.

Safety Check

App Tracking Transparency.

App Tracking Transparency

Mail Privacy Protection.

Mail Privacy Protection

Our apps mind their business. Not yours.

Safari

Health

Wallet and Apple Pay

Maps

Photos

Messages

Siri

App Store

Get the latest on privacy.

Discover how Apple Vision Pro protects your data.

Drop by the Apple Store to learn more about privacy.

Protect your data from malware.

Take charge of how apps use your data.

Learn more about privacy at Apple.

Our values lead the way.

Accessibility

Environment

Supply Chain Innovation

Privacy. That’s Apple.

On-device
processing allows Apple Intelligence to be aware of your data without collecting your data.