Our Approach
Privacy is a fundamental human right.
At Apple, we believe privacy is a fundamental human right. And so much of your personal information lives on your Apple devices. We design our products to protect your data and give you control over your information.
App Tracking Transparency
Your data is yours.
Apps are required to ask your permission before tracking your activity across other companies' apps and websites.
Safari
Browse without being followed.
Safari was the first browser to block third-party cookies by default. Intelligent Tracking Prevention uses machine learning to identify trackers and prevent them from profiling or following you.
App Tracking Transparency
You control which apps can track your activity.
Safari Privacy
Intelligent Tracking Prevention blocks trackers.
Mail Privacy Protection
Hides your IP address and prevents tracking pixels.
Privacy Labels
See what data apps collect before you download.
See privacy in action.
Read our privacy labels, check your settings, and learn how Apple protects your data.
View Privacy Features