Is Apple Selling Data? Find Out the Truth and What To Do About It
As one of the world's largest technology companies, Apple has long emphasized its commitment to user privacy. Its products include privacy controls that let people manage how their information is collected and used.
But privacy claims deserve scrutiny. This guide looks at what Apple's policies actually say, what past concerns reveal, and how to manage privacy settings on your iPhone.
Is Apple Selling Personal Data?
According to Apple's current Privacy Policy, Apple does not sell personal data, including as “sale” is defined under California and Nevada law. The policy also says Apple does not “share” personal data as that term is defined under California law. Claims that Apple sells its iPhone users' locations, demographics and purchasing habits to Facebook are not supported by the cited reporting.
That does not mean Apple never collects or discloses information. Its privacy policy explains how it uses personal data to provide services, operate its business and comply with legal obligations. It may provide certain information to service providers and other parties in specific circumstances, including with user consent. Those practices are different from selling customer profiles to advertising companies.
Apple also operates an advertising platform. According to Apple Advertising & Privacy, ads can be personalized using information associated with Apple's services, while its advertising platform does not provide personal data to outside advertisers or data brokers. You can turn off personalized ads in your iPhone settings.
Independent scrutiny is still important. The 2022 reporting about a lawsuit concerning App Store analytics describes allegations about Apple's collection of usage information; it does not establish that Apple sold personal data to Facebook. Likewise, the Cambridge Analytica scandal involved Facebook user data and should not be treated as evidence that Apple sold iPhone users' data.
Apple's Privacy Policy: Is It Really Private?
Apple's Privacy Policy sets out categories of data it collects, purposes for using it, and circumstances in which it may disclose information. It is worth reviewing these terms and the privacy notices attached to individual services.
There have been legitimate privacy concerns about Apple products. For example, reporting in 2019 described contractors reviewing some Siri recordings, raising questions about user notice and consent. This was a controversy about voice-assistant data handling, not proof that Apple sells personal data to advertisers.
The practical takeaway is to examine specific collection and sharing practices rather than assuming either that every Apple service is fully private or that the company sells all the information it collects.
The Impact of Apple's Data Practices
How a company collects, stores and shares information can affect users' privacy. Analytics, advertising preferences, location information and voice-assistant interactions all deserve clear disclosures and meaningful controls.
Users can reduce the amount of data available to individual apps, review Apple's advertising settings and use privacy information provided for each service. Whether a particular data practice is appropriate should be judged against what is actually documented, not an unsupported claim that Apple sells user data to Facebook.
How Do I Stop Apple from Collecting My Data?
You cannot prevent all data processing while continuing to use online services, but you can limit certain uses of your information. Review app permissions, advertising settings and the privacy policies of services you use.
On an iPhone, start with Settings > Privacy & Security. Here you can review access to location, photos, contacts, microphone and other information. For cross-app tracking permissions, go to Settings > Privacy & Security > Tracking and review app permissions or turn off Allow Apps to Request to Track. See Apple's instructions for app tracking.
Turn Off Personalized Apple Advertising
According to Apple's advertising settings guide, Apple may use information such as App Store searches and downloads to make advertisements in its own services more relevant. Apple says these ads do not access data from other apps on your iPhone.
To review the information used for ad targeting, go to Settings > Privacy & Security > Apple Advertising > View Ad Targeting Information.
To turn off personalized Apple advertising, go to Settings > Privacy & Security > Apple Advertising and turn off Personalized Ads. This changes ad personalization; it does not necessarily reduce the number of ads shown.
Turn Off Location Services
Location Services can help maps, weather and other apps work, but you can limit access when an app does not need your location.
To turn off Location Services for the entire iPhone, go to Settings > Privacy & Security > Location Services and turn off Location Services. Some functions may stop working as expected, and location information may still be used for emergency calls.
To manage one app instead, go to Settings > Privacy & Security > Location Services, choose the app and adjust its permission. Where available, turn off Precise Location to share an approximate location instead. See Apple's Location Services guidance.
Be Smart: Go SLNT®
Privacy is not all-or-nothing. Review the data that apps and services request, decide which permissions are necessary and use the controls available on your devices.
SLNT® gear serves a different purpose from software privacy settings. A properly closed Faraday enclosure is designed to isolate devices from wireless connections while they are inside. It does not erase previously collected data, stop every form of tracking or provide a medical benefit.
Whether you choose a tablet sleeve or a Faraday bag, make sure the device is inside the signal-blocking compartment and the closure is fully sealed when you want it disconnected.