• We collect your personal data so that we can provide you the content, services, and features in the Apple Store app.
• We use information about your purchases, devices, subscriptions, and other activity in the Apple Store app to tailor features and offer personalized recommendations for you.
• We use information about your devices and other account information to provide relevant offers for you.
• To improve the Apple Store app, we use information about your browsing, purchases, searches, and downloads.
• 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.

Privacy is a core principle at Apple and a priority in all that we do. We believe that it’s important for you to know what we’re collecting and why we need it so that you can make informed choices.

Apple uses your personal data to provide the services and features in the Apple Store app. This includes account and payment information, which you can access and update on the Apple Store app account page.

Apple collects information that you provide when you shop or search for products or services, such as billing and shipping information, or the information you provide when you register for a Today at Apple session using the Apple Store app. Apple uses this information to provide you with the product or service that you requested, for fraud and security, to improve your experience, and to comply with applicable laws.

Improving and Personalizing the Apple Store App

Apple collects information about how you use the Apple Store app and information about your past purchases to improve the Apple Store app for you and others, and to tailor your Apple Store app experience to help you discover content that’s most relevant to you. For example, we may use information about recent purchases to recommend products, subscriptions, payment options, or Today at Apple sessions that may interest you. If you allow the Apple Store app to access your precise location, it may be used to provide you with relevant information such as nearby Apple store locations or Today at Apple sessions. Siri also suggests Today at Apple sessions based on on-device information derived from the apps you use and the websites you visit with Safari. To opt out of receiving these personalized recommendations within the Apple Store app, go to Account > Settings, then tap “Devices and Services”.

Your sign-in information is shared across the Apple Store app, iTunes Store, and the App Store. If you are signed in, information about your devices and the subscriptions associated with your Apple ID will be available to you in the Apple Store app and will be used to personalize your Apple Store app experience. To sign out, go to Settings > [your name] > Media & Purchases, then tap Sign Out.

Communicating with You

Apple may use your Apple ID account information to send you communications about the Apple Store and other Apple products, services, and offers that may be of interest to you and request your feedback on your in-store experience or products and services you have purchased. For example, Apple may use information about your devices such as device serial number to check eligibility for certain trade-in offers. Apple may also use information about your activity within the Apple Store app and the Apple Store to send you emails and notifications about your transactions, new devices, features, sessions, special store events, and personalized recommendations in the Apple Store and Apple Store app if you choose to receive email and/or notifications.

Marketing

Apple may use information about your Apple account, such as the Apple products you own, your billing zip code, and certain Apple ID account information to send you relevant offers and promotions available in the Apple Store and Apple Store app if you choose to receive email, opt in for alerts about new products, and/or Announcements and Offers notifications.

Changing Your Email and Notification Settings

You can change your email preferences and opt out of receiving these emails by going to appleid.apple.com > Privacy > Messages from Apple and tapping Announcements. To update your notification preferences, go to Settings > Apple Store > Notifications. You can also update your notification preferences within the Apple Store app by going to Account > Settings > Notifications.

Sharing with Third Parties

Apple may share your information with partners for purposes of fulfilling your request, such as processing your purchase, product delivery, or customer service. Apple may also provide information which cannot be linked to you to third party partners that provide our products and services or that help Apple market to customers. These companies are obligated to protect your information and may be located wherever Apple operates.

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. Risks are inherent in the use of the internet. Contact the vendor for additional information. Other company and product names may be trademarks of their respective owners.

Non-Personal Data

We may collect, use, transfer, and disclose non-personal data for any purpose. For example, we may aggregate your non-personal data with that of other Apple Store app users for purposes of evaluating or improving the service.

Retention

We retain personal data associated with your transactions and activities at Apple Stores only for so long as necessary to fulfill the purposes for which it was collected, including as described in Apple’s Privacy Policy or in our service-specific privacy notices, or as required by law. When assessing retention periods, we first carefully examine whether it is necessary to retain the personal data collected and, if retention is required, work to retain the personal data for the shortest possible period permissible under law. Some information, such as purchase history but not your stored card details, may be retained as business records even after you close your account or delete the Apple Store app.

Preventing Fraud and Other Malicious Activity

We also collect personal data to prevent fraud and other malicious activity in the Apple Store app and other Apple online stores, and other Apple apps and services. This information includes device information, such as device type and software version, precise 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 authorization 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 underlying values on your device. The score is stored for a fixed time on our servers.

At all times, information collected by Apple will be treated in accordance with Apple’s Privacy Policy, which can be found at www.apple.com/privacy

Published Date: August 3, 2023