Incident #1B686F · 23 JUL 2026notable
Apple Store app adds virtual shopping assistant section covering chat data collection and opt-in AI improvement
The privacy policy now has a dedicated section on the Apple Store app's virtual shopping assistant. It says Apple collects account, device, carrier, chat and (if enabled) location data, stores chat transcripts, and shares scrubbed chats with partners. Using chats to improve the assistant is opt-in, controlled in app settings. The older line about models powering chat in some jurisdictions was removed.
Taken from you
- Chat transcripts are saved and used for business analytics
- Scrubbed chat content is shared with partners to help generate responses
- Account, device, carrier, chat and optionally location data collected for the assistant
Won back
- Opt-in control over using assistant chats to improve it (Account > Settings > Chat Improvements)
- Personal identifiers scrubbed before chats are shared with partners
- Partners limited to using data to help provide conversational responses
- Contact route for the Data Protection Officer about the assistant
Evidence · 4 of 4 quotes matched in source
Where the Apple Store app virtual shopping assistant is available, Apple collects and stores your account information, device identifiers, carrier information, chat information, and where enabled, location data+ inserted · ✓ matched in source
Apple will save these transcripts to make them available when you return to the Apple Store app, for our business analytics, and if you opt in, to improve the virtual shopping assistant.+ inserted · ✓ matched in source
Before sharing the chat with our partners, Apple scrubs personal identifiers from it.+ inserted · ✓ matched in source
Archived version ↗ · 222 words changed