- A new report highlights how secure Apple TV 4K is
- It says it’s the best for streaming privacy as Apple is not focused on selling ads
There is no shortage of streaming boxes or streaming sticks, but ever since the original Apple TV was revealed, the Cupertino-based Tech Giant’s offer has always been definitely premium. And in addition to light integration with other Apple devices and the opportunity to live within the ecosystem, it has also earned a recognition for being one of the best privacy-focused streaming boxes.
It is according to a new report from Public Interest Research Group (PIRG) that spoke with Ars Technica. It all comes back to the idea of many streaming boxes that integrate advertising directly into the experience. You can find this on Roku as well as on Amazon four TV devices, which in some cases have full banner ads. It is also common for smart TVs, also from LG and Samsung.
The director of Public Interest Research Group (PIRG), RJ Cross, told them, “Apple’s primary business model is not dependent on selling targeted ads, so it has some less incentive to harvest and make money from incredible amounts of your data.” And it is a good point as this also limits the amount of tracking Apple may need to do on the device.
Yes, your newly monitored list is available and can sync across devices and content recommendations are also available. However, it is not engaging ACR (or “automatic content recognition”) to track everything you do on the device. This technology is primarily used to track viewing habits and what has been consumed on a TV, ultimately to build a profile. However, Apple has confirmed to ARS Technica that the streaming box at this time has not used this technology.
It is a big victory for consumers and comes to the ultimate recommendation from PIRG that Apple TV 4K is the best choice for privacy’s conscious consumers who want a best in class. You will still need to log in with your Apple account and accept “Data & Privacy” conditions during the installation process, but it is less demanding than other streamers on the market.
The data collected as what you or other profiles on Apple TV 4K watch or search for is performed so anonymously, which means it cannot be traced back to you or anyone else uses on the streaming box. This data, when anonymized, can be shared with streaming services using Apple’s APIs and offering apps. Here you also have the ability to turn off some of the personalization and recommendation functions.
When using Siri, either through the Siri remote, pairing with Apple TV or another Apple device to control Apple TV 4K, these conversations will fall under Apple’s general Siri privacy life. For some requests and inquirers, the transcription is sent anonymized without personal information to Apple’s servers, but it will only stay for most six months.
You can see the conversation between Ars Technica and the research group for general interest here. If you have considered Apple TV 4K, you can read Techradar’s full review here. It is expected that on WWDC 2025 – Apple’s Worldwide Developers Conference – an important update to TVOs will be advertised that introduces a new look, which we are likely to call sleek, along with some other more advanced features.
With tvos 18 last year, Apple gave subtitles a significant upgrade. When you hit mute, it automatically closed the caption. It was a small change that made a big difference.
