• The Apple TV app brings your favorite TV shows and movies all into one place and recommends others you might enjoy.
• Apple collects information about your purchases, downloads, activity in the Apple TV app, the content you watch, and where you watch it in the Apple TV app and in connected apps on any of your supported devices. We use this information to provide the service and to improve the Apple TV app for you and others.
• We also collect information about your purchases, downloads, activity in the Apple TV app, the content you watch, and where you watch it to tailor features and offer personalized recommendations and to send you notifications. You can opt out of the use of data for this purpose, as described below.
• We use information about the movies and TV shows you purchase and download to offer advertising to ensure that Ads in the App Store, Apple News, and Stocks, where available, are relevant to you. You have choices with respect to this advertising, as described below.
• To help identify and prevent fraud, information about how you use your device, including the approximate number of phone calls or emails you send and receive, will be used to compute a device trust score when you attempt a purchase. The submissions are designed so Apple cannot learn the real values on your device. The scores are stored for a fixed time on our servers.

Apple TV allows you to watch your favorite TV shows and movies all in one place. You can watch content you have rented or purchased from Apple. If available, you can also access content through Apple TV+, Apple TV channels, and your connected third-party video apps. You can access all of this content through the Apple TV app across supported devices that are signed in to the same Apple Account.

Providing the Apple TV App

We use your personal data to provide the services and features in the Apple TV app. This information includes your account and payment information, which you can access and change in Settings.

Apple collects information about what you purchase and what you’re watching in the Apple TV app on any supported devices signed in to the same Apple Account. Apple stores this information associated with your Apple Account so we can display what you’re watching across your supported devices. When you sign in to third-party apps, information about whether you have subscribed to those services is used to display content available to you. If you grant permission for a third-party app to be connected to the Apple TV app, Apple will collect and store information about what you watch from that app on any of your supported devices, as well as your subscription status. Apple apps with supported content, such as Apple Music and Remote, will be automatically connected when you start using the Apple TV app.

Information about what you’re watching will include what content you’re playing, when you played it, the device you played it from, and where in the content you paused or stopped watching. We also collect a detailed history of all playback activity for Apple TV channels and Apple TV+.

If you allow the Apple TV app to access your location, your location will be used to determine what’s available in your region, including local content like live games, events, and news. Some content includes geographically relevant ads.

Improving the Apple TV App

Apple collects information about your usage of the Apple TV app and your account, including the features you use (for example, Continue Watching or Library), items you search for, your interactions with notifications, content pages you browse or view, information on errors or crashes within the app, and your billing zip code. We use this information, approximate location information that does not identify you, and information about what you watch to help improve and optimize the service for you and others. We also collect information about your device such as the type of device, the channel through which your device was obtained, the version of your operating system, and the amount of free space on your device. We may use this information to assess whether requested content can be downloaded, to understand general trends in device usage and storage, and whether your device is connected by Wi-Fi or cellular. For example, knowing the free space on your device allowed us to build the feature that lets you buy a movie on your iPhone without downloading it at purchase. If you use SharePlay to watch content with other users, the Apple TV app will collect that you watched that content during a SharePlay session and the number of devices that participated in the session, but does not collect any information to identify the participants of a SharePlay session.

We use Apple TV search data to improve models that power Apple TV. For example, aggregate Apple TV search queries are used to fine-tune the Apple TV search model.  

Personalizing the Apple TV App

We personalize the Apple TV app to help you discover the content that’s most relevant to you. For example, we recommend movies that we think will be of interest to you based on movies you’ve previously watched. To provide personalization, we use information including what you watch, your purchases, subscriptions, downloads, browsing, and other activities in the Apple TV app, as well as information from your account such as your age.

If you do not want Apple to use information about what you watch on this device in the Apple TV app for personalization on all devices that support the Apple TV app, you can turn off Use Play History in Settings. On your iOS, iPadOS, visionOS, or tvOS device, go to Settings > Apps > TV > Use Play History.

You can turn off personalization features in the App Store, Apple Books, the iTunes Store, Apple TV, Apple Podcasts, and for subscriptions from Apple by turning off Personalized Recommendations for your Apple Account. On your iOS, iPadOS, or visionOS device, go to Settings > [your name] > Media & Purchases > View Account, then tap to turn off Personalized Recommendations. In the Apple TV app on Mac, go to Account > Account Settings > Settings.

Communicating with You

Apple may use information about your account, such as the Apple products you own, your subscriptions to Apple services, the Apple apps you download, and your billing zip code, to send you communications about the Apple TV app and other Apple products, services, and offers that may be of interest to you, including Apple One. Details about your device, such as its device serial number, or details about your relevant App Store subscriptions may be used to check eligibility for Apple offers. If you are in a Family Sharing group, Apple may send you communications about products, services, and offers available to you through Family Sharing. If you purchase an Apple One subscription, we may send you emails and push notifications about the features of each of the services for which you have subscribed. Apple may also use information about your activity within the Apple TV app to send you emails and push notifications about new features, content, and offers available in the Apple TV app. You can change your email preferences and opt out of receiving these emails by going to www.apple.com/privacy.

Published Date: November 6, 2024