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.

Safari. A browser that’s actually private.

Feature	Safari	Chrome
Blocks third-party cookies from tracking you by default	Yes	No
Fights tracking with machine learning	Yes	No
Removes unique trackers from URLs in Private Browsing	Yes	No
Hides your IP address from known trackers	Yes	No
Prevents web extensions from seeing your browsing by default	Yes	No
Blocks known trackers in Private Browsing	Yes	No

Switch to Safari Make Safari your default browser Make Safari your default browser

Apple Intelligence.

Great powers come
with great privacy.

Apple Intelligence is the personal intelligence system that helps you write, express yourself and get things done effortlessly.* With groundbreaking privacy protections, it gives you peace of mind that no one else can access your data — not even Apple.

On-device
processing allows Apple Intelligence to be aware of your data without collecting your data.

Private Cloud Compute extends the privacy of Apple devices for more complex requests.

Learn more about Apple Intelligence

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. Advanced Fingerprinting Protection obscures browser and device data that can be used to create a digital fingerprint of users.

When you use Private Browsing, the details of your browsing aren’t saved, and the websites you visit aren’t shared with your other Apple devices. And starting with iOS 17, iPadOS 17 and macOS Sonoma, Private Browsing locks your private browsing windows when you’re not using them, completely blocks known trackers from loading on pages and removes tracking added to URLs as you browse.

View all privacy features
Health keeps your records under wraps.

Health

From your heart rate to your menstrual cycle, apps and devices for your health can give you insight into some of your most personal details. With the Health app, you’re in charge of what information you’d like to include, what not to, and who has access to it.

When you do want to securely share your health data from the Health app with your doctors, they’ll see the data you shared in a dashboard in the provider’s health records system.

All of your data is encrypted and only accessible with your passcode, Touch ID or Face ID. So however you use the Health app, you’re always in control of your data.
Wallet and Apple Pay help hide what you buy.

Wallet and Apple Pay

When you make a purchase, Apple Pay uses a device-specific number and unique transaction code. So your card number is never stored on your device or on Apple servers. And when you pay, your card numbers are never shared by Apple with merchants.

When you pay with a debit or credit card, Apple Pay doesn’t keep transaction information that can be tied back to you. And when you use Apple Cash, information is stored only for troubleshooting, fraud prevention and regulatory purposes.
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, neighbourhoods or clinics you visit. And because Maps doesn’t require a sign-in, where you go isn’t associated with your Apple Account at all.

Many personalized features, like Visited Places or 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 favourite 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.

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

Safari. A browser that’s actually private.

Apple Intelligence.

On-device processing allows Apple Intelligence to be aware of your data without collecting your data.

On-device processing

Private Cloud Compute extends the privacy of Apple devices for more complex requests.

Private Cloud Compute

Our apps mind their business. Not yours.

Safari

Health

Wallet and Apple Pay

Maps

Photos

Privacy. That’s Apple.

On-device
processing allows Apple Intelligence to be aware of your data without collecting your data.