Advertising & Privacy

Apple’s ad platform is designed to protect your information and enable you to choose what you share.

Apple’s ad platform is designed to protect your information and enable you to choose what you share.

Ads that are delivered by Apple’s advertising platform may appear on the App Store, Apple News, and Stocks.

Contextual information may be used to serve ads to you, such as:

  • Device Information: Your keyboard language settings, device type, OS version, mobile carrier, and connection type.
  • Device Location: If the Location-Based Apple Ads System Service is enabled, then your location may be used to serve you geographically relevant ads. Your precise device location is not stored by Apple’s advertising platform, and profiles are not constructed from this information. To access this setting, go to Settings > Privacy > Location Services > System Services > Location-Based Apple Ads.
  • Searches on the App Store: When you search on the App Store, your query may be used to serve you a relevant ad.
  • Apple News and Stocks: The type of article you read may be used to select appropriate ads.

We create segments, which are groups of people who share similar characteristics, and use these groups for delivering targeted ads. Information about you is used to determine which segments you’re assigned to, and thus, which ads you receive. To protect your privacy, targeted ads are only delivered if more than 5,000 people meet the targeting criteria.

On Apple News and Stocks, we may assign you to segments based on the topics and categories of articles you read, and the publications you follow, subscribe to, or enable notifications from. No segments are created from search terms on the App Store.

On the App Store, Apple News, and Stocks, we may use information such as the following to assign you to segments:

  • Account Information: Your name, address, age, and devices registered to your account. Information such as your first name in your Apple ID registration page, or salutation in your iTunes Account may be used to derive your gender.
  • Downloads & Activity: The music, movies, books, TV shows, and apps you download as well as any in-app purchases.
  • Activities in Other Apps: App developers, subject to their own privacy policies and applicable laws, may provide information regarding your in-app purchases and activities such as game level completion.
  • Advertising: Your interaction with advertising delivered by Apple’s advertising platform.
  • Other Segments: For specific advertising campaigns, advertisers may match information they have about their users with Apple’s information to create segments, which must contain at least 5,000 people. Advertisers can use an Advertising Identifier, or other information they have about users, such as a phone number or email, to match users to segments on Apple’s advertising platform. During the match process, these identifiers are obscured to limit personally identifiable information being disclosed. To choose which segments they match users to, Advertisers may use information they have from interactions with users. This information is acquired and used subject to the Advertisers’ own privacy policies.

When selecting which ad to display from multiple ads for which you are eligible, we may use some of the above mentioned information, as well as your App Store browsing activity, to determine which ad is likely to be most relevant to you. App Store browsing activity includes the content and apps you tap and view while browsing the App Store. This information is aggregated across users so that it does not identify you.

Apple does not know or make available to advertisers information about your sexual orientation, religious beliefs, or political affiliations. No Apple Pay transactions or Health app data is accessible to Apple’s advertising platform, or is used for advertising purposes.

Apple does not sell or otherwise transmit any personally identifiable information to third parties. We are obligated to make certain non-personal information available to strategic partners that work with Apple to provide our products and services, help Apple market to customers, and sell ads on Apple’s behalf.

Information collected by Apple is treated in accordance with Apple’s Privacy Policy, which can be found at www.apple.com/privacy

View Your Advertising Preferences

About this Ad

To understand why a specific ad was shown to you on the App Store, Apple News, or Stocks, tap the Ad button on the ad. This will present the segments and other data, such as demographic information, that resulted in you receiving the ad.

Ad Information

To see information about you that may be used to deliver targeted ads via Apple's advertising platform, including the segments that you are in, on your iOS or iPadOS device go to Settings > Privacy > Advertising and tap View Ad Information.

To see this information on macOS, choose Apple menu > System Preferences > Security & Privacy, click Privacy, then select Advertising and click View Ad Information.

If you have Limit Ad Tracking enabled, Apple’s advertising platform does not have Ad Preferences data for you. See below for further information.

If you believe information about you is inaccurate, you can update your Apple ID and iTunes account information.

Choose Your Advertising Preferences

Opt Out of Ads Targeted Based on Your Location

On your iOS or iPadOS device, you can opt out of receiving location-based advertising by going to Settings > Privacy > Location Services > System Services and turning off Location-Based Apple Ads.

On your macOS device, you can opt out of receiving location-based advertising by choosing Apple menu > System Preferences > Security & Privacy, clicking Privacy, selecting Location Services, and deselecting the Location-Based Apple Ads checkbox.

Apple’s advertising platform does not receive location-based information when you turn off Location Services on your device.

Opt Out of Targeted Advertising

On your iOS or iPadOS device, you can enable Limit Ad Tracking by going to Settings > Privacy > Advertising and turning on Limit Ad Tracking. On Apple TV, you can go to Settings > General > Privacy and turning on Limit Ad Tracking On your macOS device, you can enable Limit Ad Tracking by choosing Apple menu > System Preferences > Security & Privacy, clicking Privacy, and selecting the Limit Ad Tracking checkbox.

If you choose to enable Limit Ad Tracking, Apple’s advertising platform will opt your Apple ID out of receiving ads targeted to your interests, regardless of what device you are using. Apps or advertisers that do not use Apple’s advertising platform but do use Apple’s Advertising Identifier are required to check the Limit Ad Tracking setting and are not permitted by Apple’s guidelines to serve you targeted ads if you have Limit Ad Tracking enabled. When Limit Ad Tracking is enabled on iOS 10 or later, the Advertising Identifier is replaced with a non-unique value of all zeros to prevent the serving of targeted ads. It is automatically reset to a new random identifier if you disable Limit Ad Tracking.

You can also choose to reset your Advertising Identifier, in which case your device will generate a new random identifier. The data associated with your previous Advertising Identifier will not be linked to your new identifier. To reset your Advertising Identifier on iOS or iPadOS, go to Settings > Privacy, tap Advertising, and then tap Reset Advertising Identifier. To reset your Advertising Identifier on Apple TV, go to Settings > General, select Privacy, and click Reset Advertising Identifier. To reset your Advertising Identifier on macOS, choose Apple menu > System Preferences > Security & Privacy, click Privacy, select Advertising, and then click the Reset Advertising Identifier button.

If you enable Limit Ad Tracking, you may still receive ads, but the ads may be less relevant to you.

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