Incident #BD479C · 22 JUL 2026notable
Apple Store app privacy policy adds section on virtual shopping assistant chat data
The policy now describes a virtual shopping assistant that collects account info, device identifiers, carrier info, chat content and, if enabled, location. Chats are scrubbed of personal identifiers before being shared with partners, and transcripts are saved for return visits and business analytics. Use of chats to improve the assistant is opt-in via a Chat Improvements setting. The earlier mention of chat functionality in some jurisdictions was removed from the search sentence.
Taken from you
- Chat data, device identifiers, carrier info and optional location are collected and stored for the shopping assistant
- Chat transcripts are saved and used for Apple's business analytics
- Scrubbed chat content is shared with partners to generate responses
Won back
- Opt-in control for using chats to improve the assistant, via Chat Improvements setting
- Personal identifiers are removed before chats go to partners
- Partners may use the data only to help Apple provide a conversational response
- Data Protection Officer contact for assistant questions
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