- We collect your personal information so that we can provide you with the content you purchase, download or want to update in the App Store and other Apple online stores, including iTunes Store, Apple Books and iTunes U.
- We also use information about your account, purchases and downloads in the stores to offer advertising to ensure that Apple 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. We collect non-personally identifiable information about user interactions with books to improve the Book Store and app for our users.
- 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 your IP address, a random unique identifier (where that arises) and Apple ID when you are signed in to the App Store or other Apple online stores.
Providing the Stores
We use your personal information to provide the services and features in the App Store and other Apple online 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 content from Apple Books, identifiers such as your device’s hardware ID and IP address are logged by Apple along with your Apple ID.
As a convenience to you, Apple Books syncs your bookmarks, notes and collections across your signed-in devices and computers. This information is stored in association with your Apple ID.
Improving the Stores
To improve the experience in the App Store and other Apple online stores, we collect information about your usage of Apple Books, including when you open or close the 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 over Wi-Fi or mobile data. We may also use this information in the following ways:
- What you search for makes it possible for us to offer trending searches.
- Knowing what content you view or download makes it possible for us to offer personalised features like “More Books You Might Like”.
We collect user interactions with books to understand user engagement, prioritise features and understand aggregate reading activity. This information is associated with random unique identifiers for each user and each book so that Apple does not learn a particular user‘s reading activity. For books downloaded from Apple Books, usage is aggregated across users in association with information about the book, such as genre. For books or other documents not downloaded from Apple Books, we collect file format but no information about the content of the book.
We use iCloud to sync identifiers using end-to-end encryption for books usage activity across your devices that are signed in to iCloud. To reset these identifiers on iOS, go to Settings > Books and tap to turn on Reset Identifier.
Personalising the Stores
We use your interactions with Apple Books to help you discover the content that’s most relevant to you and to send you notifications. 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. You can disable personalisation features by turning off Personalised Recommendations for your Apple ID. On iOS and iPadOS, go to Settings > [your name], tap Media & Purchases, and then tap to turn off Personalised Recommendations.
Communicating with You
Apple may use information about your account, such as the Apple products you own and your subscriptions to Apple services, to send you communications about Apple Books and other Apple products, services and offers that may be of interest to you. Apple may also use information about your activity within Apple Books to send you emails and push notifications about new features, content and offers available on Apple Books. You can change your email preferences and opt out of receiving these emails by going to appleid.apple.com. To update your notification preferences on iOS and iPadOS, go to Settings > Notifications > Books.
Apple 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 and downloads in the stores to offer Search Ads in the App Store that are relevant to you. 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 therefore, which ads you receive. To protect your privacy, targeted ads are delivered only if more than 5,000 people meet the targeting criteria.
We also use similar information from the App Store and other Apple online 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 the Personalised Ads setting is turned on, Apple’s advertising platform may use your information to serve ads that are more relevant to you. If you do not want to receive ads targeted to your interests from Apple’s advertising platform, you can choose to turn off Personalised Ads. Turning off Personalised Ads will prevent Apple from using your information for ad targeting. It may not decrease the number of ads you receive, but the ads may be less relevant to you.
Learn more about Apple Advertising & Privacy at https://support.apple.com/HT205223.
Learn about how to opt out of personalised ads in the App Store and Apple News at https://support.apple.com/HT202074.
Sharing with Third Parties
We are obligated to provide some non-personal information about your content purchases to strategic partners who 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 with content owners so 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 for the periods specified by applicable laws relating to financial reporting, which vary by region. 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 redownload 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 Apple Books or other Apple online stores.
Preventing Fraud and Other Malicious Activity
We also collect personal information to prevent fraud and other malicious activity in Apple Books and other Apple online stores, as well as 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. When you initiate a purchase, Apple may use information about your historical business relationship with Apple to process the request and determine whether to provide the product or service in advance of authorisation by the payment partner.
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 real values on your device. The score is stored for a fixed time on our servers.