Apple TV 4K remains the top choice for privacy-conscious users, Ars Technica finds, citing automatic content recognition (ACR) as a key concern on competing TV platforms.
From webOS and Tizen to Roku and FireTV, an increasing number of users are reporting more ads in TV operating systems across their streaming boxes and Smart TVs.
However, the underlying concerns are less understood amongst users, as personalized ads require huge amounts of personal data. For example, automatic content recognition (ACR) can track everything you watch on a Smart TV, regardless of the source, even HDMI.
Also read: Smart TVs screenshot what you watch several times a second – even over HDMI
- "Apple’s primary business model isn’t dependent on selling targeted ads, so it has somewhat less incentive to harvest and monetize incredible amounts of your data," RJ Cross, director of the Public Interest Research Group (PIRG) told Ars Technica. "I personally trust them more with my data than other tech companies."
Automatic Content Recognition (ACR)
While the other major TV platforms use ACR technology to snoop on your TV habits, and use that data to target you with personal ads on the TV or other platforms, Apple TV does not use ACR, an Apple spokesperson confirmed to Ars Technica.
Technically, Apple could add ACR via a software update, as LG and Samsung have done in the past in Smart TVs, but Sherman Li, founder of Enswers, believes it would require new hardware. At this time, it appears unlikely given Apple's stance on privacy.
Other privacy protections
While ACR is considered the biggest threat to privacy, other safeguards also matter. Since tvOS 14.5, third-party apps must request tracking permission, limiting access to identifiers like IDFA.
During setup, users can also opt out of Siri, location tracking, and analytics via clear prompts on Apple TV, unlike rival platforms, where such settings are often hidden in settings.
Still, Apple collects some data through Apple accounts and the Apple TV app, including search terms and viewing history. This data is fully anonymized through differential privacy, though some may be shared with streaming services. Personalized recommendations can be disabled in settings. And while tvOS 18 enables on-device Siri for some tasks, transcripts are still often sent to Apple's servers and stored for up to six months, albeit again randomized and anonymized-
Apple has continuously improved privacy protection in tvOS. Photo: FlatpanelsHD
Better privacy, but not perfect
Experts agree that Apple TV leads on privacy. However, there is still room for improvement in a broader sense, particularly in privacy enforcement from governments. Darío Maestro from the Surveillance Technology Oversight Project (STOP) also called for tools that enable on-device privacy auditing.
- "As you might expect from a device that connects to the Internet and lets you stream shows and movies, Apple TV boxes aren't totally incapable of tracking you. But they're still the best recommendation for streaming users seeking hardware with more privacy and fewer ads," Ars Technica concluded.
Also read: Apple TV to get tvOS 19 redesign, report says
