iTunes Store & Privacy

iTunes Store and iTunes U are designed to protect your information and let you choose when you share.

  • We collect your personal information so that we can provide you with the content you purchase, download or want to update in the Stores, which include App Store, iTunes Store, the Store in Apple Books and iTunes U.
  • We also use information about your account, purchases and downloads in the Stores to offer advertising to ensure that Search Ads in the App Store and ads in Apple News and Stocks, where available, are relevant to you. You have choices with respect to this advertising, as described below.
  • We use information about your purchases, downloads and other activities in the Stores to tailor features and offer personalised recommendations for you. You can opt out of the use of this data for this purpose, as described below.
  • 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.
  • To find ways to improve the Stores, we use information about your browsing, purchases, searches and downloads. These records are stored with IP address, a random unique identifier (where that arises), and Apple ID when you are signed in to a Store.

Providing the Stores

We use your personal information to provide the services and features in the Stores. This information includes, for example, your account and payment information, which you can access and change in settings, and your purchase history.

When you download from a Store, identifiers such as your device’s hardware ID and IP address are logged by Apple along with your Apple ID.

Improving the Stores

To improve the experience in the Stores, we collect information about your usage of the Stores, including when you open or close a Store, what content you search for, and the content you view and download. We also collect information about your device such as the type of device, the version of your operating system and the amount of free space on your device. We may use this information to assess whether requested content can be downloaded, to understand general trends in use of device storage, and whether your device is connected by Wi-Fi or mobile data. For example, we may use this information in the following ways:

  • User search data makes it possible for us to offer trending searches.
  • Knowing what content you viewed or download makes it possible for us to offer personalised features like “More Games You Might Like”.
  • Knowing the free space on your device allowed us to build the feature that lets you buy movies on your iPhone without downloading it at purchase.

Additionally, if you have Popular Near Me enabled in Location Services, your iPhone will periodically send locations of when and where you have purchased or used apps in an anonymous and encrypted form to Apple, and may then be used to offer geographically relevant apps and other Apple products and services. To access and change this in Settings, on iOS and iPadOS, go to Settings > Privacy > Location Services > System Services > Popular Near Me.

Personalising the Stores

We use your interactions with the Stores to help you discover the content that’s most relevant to you. For example, we recommend content that we think will be of interest to you based on what you’ve previously searched for, viewed, downloaded, updated or reviewed in the Stores. We also use your purchase history and payment methods together with account information derived from your Apple ID. To make better recommendations, we also use aggregate information about app launches, installs and deletions from users who choose to share device analytics with Apple. Personalisation features can be disabled by sliding off the Personalised Recommendations switch for your Apple ID in the iTunes & App Store Settings.


Search Ads is an easy way for developers to promote their apps within App Store search results, helping people discover apps. We use information about your device, account, purchases, downloads and search terms in the App Store to ensure that ads in the Stores are relevant. We create groups of people, called segments, who share similar characteristics and we use these groups for delivering targeted ads. Information about you is used to determine which segments you are 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.

We also use similar information from the Stores to make ads in Apple News more relevant, but in a way that is tied to an identifier specific to Apple News and not tied to your Apple ID.

If you do not want to receive ads targeted to your interests from Apple’s advertising platform, you can choose to enable Limit Ad Tracking, which will opt your Apple ID out of receiving such ads on devices where you are signed in with the same Apple ID. If you choose to limit ad tracking, you will still receive ads based on search terms you enter.

Learn more About Advertising & Privacy in Search Ads and News at

Learn about how to opt out of interest-based ads in the App Store and Apple News at

Sharing with Third Parties

We are obligated to provide some non-personal information 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 to display in the App Store and Apple News and Stocks. For example, we may share non-personal information about your content purchases with content owners so that they can measure the performance of their creative work, meet royalty and accounting requirements, and improve their products and services.


We retain personal information associated with your purchases and downloads on the Stores for the periods specified by applicable laws relating to financial reporting which vary by country. For most customers, that requires at least a ten-year retention period. We also retain a record of your purchase and downloads of content for at least as long as you have an account with us to allow you to download that content again in line with our applicable terms. We retain other information such as browsing activity and searches for a shorter period. The period chosen takes account of applicable legal requirements to retain data and specific business use cases. However, some information, such as purchases, but not your stored card details, may be retained as business records even after you close your account or stop using the Stores.

Preventing Fraud and Other Malicious Activity

We also collect personal information to prevent fraud and other malicious activity in the 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.

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, Apple collects and uses information in accordance with our privacy policy located at

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. Contact the vendor for additional information.

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