Search Ads and Privacy.

Search Ads adheres to Apple’s privacy standards by respecting user privacy and ensuring only relevant and appropriate ads are shown.

Safe and transparent.

Only the same content approved to be in the App Store can be promoted in Search Ads. Ads will have an “Ad” mark and light blue background so users can identify them as paid placements.

No data sharing.

No individual user data is exposed to advertisers, only aggregate campaign delivery information is made available.

No user tracking.

Search Ads does not profile users based on their search queries, and no data from other Apple Apps — including Health, Apple Pay and HomeKit — is used to deliver ads.

Minors protected.

No ads will be shown to users whose Apple ID is registered to a minor age 13 or under, or whose account is registered as a Managed Apple ID.

Search Ads is designed to help users discover apps, and to give developers more control over finding new customers. To ensure we deliver the most relevant ads in response to search queries, the following information is used to determine the ads that are presented at the top of search results.

App Store Data.

This includes information provided by developers to define and categorize their apps. It also includes insights derived from non-personal historical search terms, App Store downloads, and in-app purchases.

Developer Data.

This includes information that individual developers have collected through their relationship with you based on your direct interactions with them. This information is only available for use by the specific developer (and their authorized agents) in the creation and display of Search Ads, and is not available for use by other third parties.

App Transaction Data.

This includes historical information about your transactions in the App Store, including apps you have downloaded and in-app purchases you've made.

Contextual Information.

This includes your device type, iOS version, time of day, device location, and search query.

Advertisers have the ability to select user segments based on this information when setting up their campaigns to guide the delivery of their ads. However, no user segment can be smaller than 5,000 people. No individual user data may be exported from Search Ads, ensuring that only aggregate campaign delivery information is available and no individual user data is ever exposed to advertisers.


Apple Search Ads does not collect, use or disclose any information from children under 13. Additionally Apple Search Ads does not allow users under age 18 to be explicitly targeted.

Apple does not sell this data to third parties.

All Search Ads data collected by Apple is subject to the Apple Privacy Policy. Search Ads does not use your personal data from any other Apple services such as Maps, Siri, iMessage, and iCloud, or from your device through services and functionality such as Health, HomeKit, email, contacts, and call history.

Disclosure to users.

Search ads will be marked with an “Ad” identifier which, when tapped, will disclose the information that was used to serve the ad, as well as information that Apple maintains about the customer’s account in order to deliver targeted ads in the App Store and Apple News.

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Easy control for users.

Users may also opt out of receiving targeted ads. This prevents the use of App Transaction Data and Developer Data in providing Search Ads. This opt out can be enabled by opening “Settings,” then tapping on “Privacy,” then “Advertising,” and sliding the Limit Ad Tracking switch to “on.”

Users may opt out of receiving location-based advertising. This prevents location-based information from being sent for Search Ads. This opt out can be enabled by opening “Settings,” then tapping on “Privacy,” then “Location Services,” then “System Services,” and sliding the Location-Based Apple Ads switch to “off.”