Incident #AF5FD9 · 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 section on the Apple Store app's virtual shopping assistant, where available. Apple collects and stores account, device identifier, carrier, chat and (where enabled) location data, saves chat transcripts, and shares chats with partners after scrubbing personal identifiers. Using chats to improve the assistant is opt-in and controlled in Account > Settings > Chat Improvements. The old wording that models power chat in some jurisdictions was removed.
Taken from you
- Chat data, device identifiers, carrier information and optional location data are collected for the assistant
- Chat transcripts are saved and used for Apple's business analytics
- Chats, with personal identifiers scrubbed, are shared with partners to produce responses
Won back
- Chat use for improving the assistant is opt-in, with a Chat Improvements setting
- Stated that partners may use shared chat data only to help provide a conversational response
- Stated that personal identifiers are scrubbed before sharing with partners
- Contact route for questions and the Data Protection Officer
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
Before sharing the chat with our partners, Apple scrubs personal identifiers from it.+ 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
Archived version ↗ · 222 words changed