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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.[1]
Consumer impact summary
Overview of concerns that arise from the conduct towards users of the product (if applicable):
- User Freedom
- User Privacy
- Business Model
- Market Control
Add your text below this box. Once this section is complete, delete this box by clicking on it and pressing backspace.
Privacy
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.[2]
Freedom
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.
|
Incidents
This is a list of all consumer protection incidents related to this product. Any incidents not mentioned here can be found in the Apple Media Services category.
Replace the placeholder text in the sections below with the incidents that affect this product and a short summary. Also replace the link so it point to the right product line or company article.
Add your text below this box. Once this section is complete, delete this box by clicking on it and pressing backspace.
Example incident one (date)
- Main article: link to the main article
Short summary of the incident (could be the same as the summary preceding the article).
Example incident two (date)
...
References