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.

Discover everyday privacy protections.

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.

New
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.

New
Safety Check.

Take control
in times of
crisis.

Safety Check

Safety Check is a new 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

New
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.

Advertisers can also create a “fingerprint” of your device to target you based on characteristics like your browser configuration, and fonts and plug-ins you’ve installed. To help prevent this, Safari has built-in fingerprinting defense, which shares a simplified system profile with websites you visit. Making it even more difficult for data companies to identify you.
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 ID 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.
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.

Protect your data from malware.

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

View (PDF)
Control how apps use your data.

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

View (PDF)
Learn about App Tracking Transparency on iPhone.

A simple new feature that puts your data back in your control.

Watch the film

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

Discover everyday privacy protections.

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

Maps

Photos

Messages

App Store

Get the latest on Privacy.

Protect your data from malware.

Control how apps use your data.

Learn about App Tracking Transparency on iPhone.

Learn more about privacy at Apple.

Privacy. That’s Apple.