Apple TV+ (renamed "Apple TV" by Apple in 2025) is Apple Inc.'s subscription streaming service, tied to the user's Apple Account. Apple's service-specific privacy disclosure (updated July 27, 2026) states playback, searches, purchases, and a device trust score are used to personalize the experience, with play history synced across devices; purchase records are often retained at least 10 years and browsing/search data up to two years. The service has no ad tier as of November 2025 and no third-party ad trackers are documented in the viewing experience, but purchase and download information feeds relevance of Apple's own ads in the App Store, Apple News, and Stocks. Apple states it does not sell personal data and shares only non-personal, aggregated data with content-owner partners. Users can disable Use Play History and Personalized Ads.
TIMELINE
NO ENTRIES ON FILE YET.
ULTIMATE PARENT
TOOLS WE RECOMMEND
PLUS
RECEIPTS
12 ON FILE
COLLECTION
The Apple TV app's App Store privacy label (developer: Apple) declares "Data Linked to You" categories including Purchases, Financial Info, Coarse Location, Contact Info, Search History, Identifiers, Usage Data, and Other Data; Coarse Location is listed under a "Third-Party Advertising" purpose. The label contains no "Data Used to Track You" section.
Apple's "Apple TV App & Privacy" disclosure (updated July 27, 2026) states that playback activity, searches, purchases, and a device trust score are used to personalize the experience, improve the service, send notifications, and prevent fraud; the same document states purchase and download records often require at least a 10-year retention period and that browsing activity and searches are retained for up to two years.
Apple publishes a Transparency Report covering government requests for customer data, including account requests based on identifiers such as an Apple ID or email address, with report data published by half-year period; Apple TV+ accounts are Apple Accounts and fall under this account-request reporting.
Apple TV (formerly Apple TV+) is operated by Apple Inc., a U.S. public company; Apple's Form 10-K for fiscal year 2025 (ended September 27, 2025), filed with the SEC on October 31, 2025, describes the service within the company's Services segment as a video service offering exclusive original content and live sports.
Apple's company-wide Privacy Policy (updated July 30, 2025), which governs Apple TV+ alongside the service-specific disclosure, states that Apple does not sell personal data as "sale" is defined in Nevada and California and does not "share" personal data as that term is defined in California.
In the advertising context, Apple's "Apple Advertising & Privacy" disclosure (dated May 11, 2026) states Apple does not share personal data with third parties and makes only certain non-personal data available to advertisers and strategic partners.
The "Apple TV App & Privacy" disclosure (updated July 27, 2026) states Apple may share non-personal data about transactions, viewing activity, and region, plus aggregated user demographics such as age group and gender (which may be inferred from the name and salutation on the Apple Account), with Apple TV strategic partners such as content owners for performance measurement, royalty and accounting requirements, and product improvement.
Apple publishes the Apple Platform Security guide (edition dated March 2026) documenting hardware-rooted security architecture for its operating systems, including tvOS, which runs the Apple TV app on Apple TV 4K streaming devices.
At the parent-company level, a federal judge in September 2025 granted final approval of a $95 million class-action settlement in Lopez v. Apple, in which plaintiffs alleged Siri recorded private conversations through unintended activations; Apple did not acknowledge any wrongdoing in the settlement.
As of November 2025, Apple's streaming service (renamed from Apple TV+ to "Apple TV" in 2025) has no ad-supported tier; Apple services chief Eddy Cue, asked by Screen International about a tier with ads, said there are no plans, leaving the service without in-stream advertising while major streaming rivals operate ad tiers.
Apple's "Apple Advertising & Privacy" disclosure (dated May 11, 2026) states ads delivered by Apple's advertising platform may appear in the Apple TV app, and that the platform does not link user or device data collected from Apple apps with third-party data for targeted advertising and does not share user or device data with data brokers; Personalized Ads can be turned off in Settings > Privacy & Security > Apple Advertising.
The "Apple TV App & Privacy" disclosure (updated July 27, 2026) states Apple uses information about movies and TV shows purchased and downloaded to make Apple's own ads in the App Store, Apple News, and Stocks relevant to the user, and that users can turn off "Use Play History" in Settings to stop viewing-based personalization across devices.