"We’re publishing this website to explain how we handle your personal information, what we do and don’t collect, and why," Apple says. "We’re going to make sure you get updates here about privacy at Apple at least once a year and whenever there are significant changes to our policies."
As you add photos, messages, contacts, and credit cards to your Apple devices, they become more personal. Apple says that whey they design ways to protect that data and build safeguards into the OS X, iOS, watchOS and tvOS operating systems, apps, and the devices themselves. The company adds that they never sell your data.
When you use Siri to search by location or album name in the Photos app, Apple says it never sends your photos or any information about them. Album names are only sent to Siri to help provide you with better results.
If you have Location Services turned on, the location of your device at the time you make a request will also be sent to Apple to help Siri improve the accuracy of its response to your requests. You may choose to turn off Location Services for Siri and Dictation in your Privacy settings.
All your iCloud content like your photos, contacts, and reminders is encrypted when sent and, in most cases, when stored on Apple's servers. All traffic between any email app you use and our iCloud mail servers is encrypted. Apple says its iCloud servers support encryption in transit with other email providers that support it.
If the company uses third-party vendors to store your information, "we encrypt it and never give them the keys," Apple says. The company retains the encryption keys in its own data centers, so you can back up, sync, and share your iCloud data. iCloud Keychain stores your passwords and credit card information in such a way that Apple can't read or access them.
When you add a credit, debit, or store card to Apple Pay, Apple says it securely sends your card information, along with other information about your account and device, to your bank. Using this information, your bank will determine whether to approve adding your card to Apple Pay.
Your actual card numbers aren't stored on the device or on Apple servers. Instead, a unique Device Account Number is created, encrypted in such a way that Apple can’t decrypt, and stored in the Secure Element of your device. The Device Account Number in the Secure Element is walled off from your iOS device and Apple Watch, is never stored on Apple Pay servers, and is never backed up to iCloud.