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.

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.

The cornerstone of Apple Intelligence is on‑device processing, which gives Apple Intelligence the ability to fulfill many of your requests without leaving your device.

  • Deeply integrated into your iPhone, iPad, and Mac
  • Powered by Apple silicon
  • Designed to protect your privacy at every step

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

  1. The data required to fulfill your request is sent to Apple silicon servers — no other data is sent.
  2. Your request is processed — never stored or accessible to Apple.
  3. Your response is returned to you — and only you.

Some requests require more computational power than what fits in your pocket. For these more complex requests, Apple Intelligence can draw on Private Cloud Compute and extend the privacy of your Apple devices to Apple silicon servers. And our privacy promise can be verified by independent experts.

Learn more about Apple Intelligence

Learn more about Apple Intelligence

Discover everyday privacy protections.

  • Locked and Hidden Apps.

    Choose
    what’s visible.

    Locked apps allow you to show your screen to someone while protecting sensitive areas of your phone. For additional privacy, you can hide a locked app. This removes the hidden app’s name and icon from the Home Screen and search results, and pauses its notifications. You can access locked or hidden apps with Face ID, Touch ID, or a passcode.

  • Private Browsing.

    Powerfully private.

    When you turn on Private Browsing, Safari won’t save the sites you visit, your searches, or any information from forms you fill out. Advanced tracking and fingerprinting protections help prevent websites from tracking or identifying your device. And your private browsing windows automatically lock when you’re not using them.

  • Passkeys.

    Simple.
    Secure.
    So not a
    password.

    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.

  • Lock Hidden Albums.

    Keep Hidden
    and Recently
    Deleted photos
    private.

    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.

  • Safety Check.

    Take control
    in times of crisis.

    Safety Check is a 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

  • App Tracking Transparency.

    Decide which
    apps are
    allowed to
    track you.

    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 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.

Get the latest on privacy.

Learn more about privacy at Apple.

Our values lead the way.