Apple Media Services

Apple Media Services (AMS) is the umbrella term Apple uses to refer to many of its online services, including the App Store, iTunes Store, Apple Music, Apple TV+, and more.

Privacy Implications

Most Apple Media Services require an Apple Account (formerly known as Apple ID). They collect and store vast amounts of granular data, including identifiers and detailed records of user activity. This almost certainly makes it personal data, as defined by privacy frameworks such as GDPR.

The data associated with a particular Apple Account can be requested at and downloaded from Apple’s Data & Privacy portal. As of July 2025, the “Apple Media Services Information” archive includes the following items:

Related Service	File Name(s)	Contents	Retention Period
Apple ID / iTunes	Customer Device History - Computer Authorizations.csv Customer Device History - iTunes in the Cloud Authorization.csv	Information related to computers (including Windows PCs) signed into Apple Media Services: Hardware identifiers User identifiers (e.g. device names) Date of association with the Apple ID Whether the device is still active	Indefinite
App Store	App Store Click Activity.csv	Viewed product pages App downloads, redownloads, and updates Search terms Timestamps for all actions	At least 2 years
Apple Music	Apple Music - Play History Daily Tracks.csv Apple Music - Play Statistics.csv Apple Music - Recent Impressions.csv Apple Music - Recently Played Tracks.csv Apple Music - Track Play History.csv Apple Music Play Activity.csv	Names and other identifiers of tracks played Playback date and time Playback duration Reason for the end of playback (e.g. NATURAL_END_OF_TRACK) Playback location	Indefinite
Apple Music	Apple Music Click Activity.csv	Viewed pages Downloads UI actions: tapped buttons, keyboard opens and dismisses Search terms Timestamps for all actions	At least 2 years
Apple TV / Apple TV+	TV App with Channel Support Click Activity.csv Video Play Activity.csv	Item names and identifiers Playback date and time Playback duration Reason for the end of playback (e.g. VOD_PLAYBACK_TIMEDOUT_AFTER_STOP)	Indefinite
This list is not exhaustive.