Why Apple TV Beats Roku and Fire TV for Privacy Protection

[MacRumors]

The Apple TV is much more private than competing streaming hardware, offering users a rare refuge from the pervasive tracking that defines most smart TV experiences, according to a comprehensive analysis by Ars Technica.

The main difference is said to be Apple's approach to automatic content recognition (ACR), the invasive tracking technology that monitors viewing habits on nearly every smart TV and streaming device. Apple TV devices don't include ACR software, and that gives them an immediate privacy advantage over alternatives like Roku, Amazon Fire TV, and built-in, smart TV platforms.

The report also notes that during setup, Apple TV users can easily disable Siri, location tracking, and analytics sharing with Apple. In contrast, most competing devices bury these privacy controls deep in settings menus, making them difficult for average users to find and adjust.

Apple's business model also works in users' favor, since the company's primary business model isn't dependent on selling targeted ads. The tvOS operating system doesn't have integrated advertising, unlike Roku OS and LG's webOS, which display ads on home screens and screensavers. Apple TVs running tvOS 14.5 and later also require third-party apps to request permission before tracking users, although this setting isn't enabled by default.

Having said all that, the report points out some privacy considerations within Apple's own ecosystem. Apple's TV app collects data about viewing habits, purchases, and search queries to improve recommendations and Apple's services. This information can be used for personalized ads in other Apple apps like News and the App Store, but users can disable these features through device settings.

Siri voice requests are also automatically sent to Apple's servers. Apple promises not to use this data for marketing profiles, but the report notes that Apple agreed to pay $95 million in January to settle a class-action lawsuit over Siri privacy violations.

Despite the pressure Apple is facing to monetize its streaming services more aggressively, Ars Technica's thorough analysis suggests the Apple TV remains the go-to recommendation for privacy-conscious streamers. For users seeking maximum privacy, the report recommends using Apple's set-top box without an Apple account, as well as disabling all tracking features and avoiding using Siri or the Apple TV app.

Article Link: Why Apple TV Beats Roku and Fire TV for Privacy Protection

 

[@Brett]

I would say hands down because Apple is. It interested in nickel and diming people with copious amounts of intrusive ads. Prime Video has become unwatchable.

 

[jarcob]

Apple's TV app collects data about viewing habits, purchases, and search queries to improve recommendations and Apple's services. This information can be used for personalized ads in other Apple apps like News and the App Store

I just don't get why they do that. It's nice that there is no 3rd party tracking, but why track users at all?

If I pay a premium price for a service, why do they still track me and serve ****** ads?

It's nice that they are "less invasive", but it's not quite what I'd expect from a company that makes ads about how "private" everything on your iPhone is.

 

[klasma]

I just don't get why they do that. It's nice that there is no 3rd party tracking, but why track users at all?

If I pay a premium price for a service, why do they still track me and serve ****** ads?

Because it makes them more money on top. They only have to be a little better or more convenient than the competition for people to nevertheless pay for it.

 

[breather]

ACR feels like a pretty big violation.

Automatic content recognition - Wikipedia

en.wikipedia.org

 

[crisneat]

In an age where almost every device is monetizing attention and behavior, Apple TV’s restraint is worth recognizing.

 

[klasma]

ACR feels like a pretty big violation.

Automatic content recognition - Wikipedia

en.wikipedia.org

Conspiracy theory: There is “ACR” in “mACRumors”.

 

[SebCohen]

Yeah BUT, Apple can’t rest on the laurels of privacy for much longer. There needs to be some proper innovation soon and not just polishing existing functionality. And neither am I talking UI stuff just to make it look different.


I’m not saying Apple is bad. I’m saying they’re no longer that great.

 

[Flamingdeathbolts]

Apple TVs running tvOS 14.5 and later also require third-party apps to request permission before tracking users, although this setting isn't enabled by default.

Thanks macrumors for the best tip of the morning. Gonna find that and toggle it off.

 

[ThailandToo]

Yeah BUT, Apple can’t rest on the laurels of privacy for much longer. There needs to be some proper innovation soon and not just polishing existing functionality. And neither am I talking UI stuff just to make it look different.


I’m not saying Apple is bad. I’m saying they’re no longer that great.

I would say they've never been focused on privacy except in the eyes of marketing and public appearance. In reality, Apple is just as bad as anyone at focusing their interests on profits beyond the user experience or privacy. This is a Tim Crook/Greed problem that affects all non-founder companies. The CEO makes more and more money the more they screw over the customer and make the shareholder the focus. I would say Tim's years have eliminated any goodwill with customers over the shareholders profits.

 

[ZeroInspo]

Yeah BUT, Apple can’t rest on the laurels of privacy for much longer. There needs to be some proper innovation soon and not just polishing existing functionality. And neither am I talking UI stuff just to make it look different.


I’m not saying Apple is bad. I’m saying they’re no longer that great.

Frankly, I’d rather have privacy if it’s a choice between one or the other. It’s never clear what people mean with innovation when they say it, it’s not like there’s a lot you can do to improve phones. They are a solved product in the same stage of their lifecycle as computers and appliances like washing machines etc. the only thing you can improve is efficiency.

Also what do you call Apple deliberately handicapping themselves so they can maintain their implementation of AI privacy respecting if not innovation? They could slap an AI model like Gemini and give it agentic capabilities and call it a day but do you really want any corporation to have access to all the data on your phone ?

 

[ZeroInspo]

I would say they've never been focused on privacy except in the eyes of marketing and public appearance. In reality, Apple is just as bad as anyone at focusing their interests on profits beyond the user experience or privacy. This is a Tim Crook/Greed problem that affects all non-founder companies. The CEO makes more and more money the more they screw over the customer and make the shareholder the focus. I would say Tim's years have eliminated any goodwill with customers over the shareholders profits.

Bro Apple literally got into a fight with the FBI over privacy. They dropped Advanced Data Protection in the UK to avoid having to comply with making a backdoor for the government. They are not as private as home brewed Linux distro but they are as private as you will ever get from a major multinational Corp interested in increasing profits quarterly. The data they harvest is minimal if you look at how Google et all operates.

 

[Infinite Vortex]

Funnily (or sadly - I can interchangeably use both here), in blocking incoming and outgoing traffic to BRICS (and now BRICS+ and more) countries a while ago I managed to inadvertantly also block Samsung's ACR services that send data to India.

If you don't take the position that you need to protect yourself from *EVERYONE* on a privcacy standpoint then there will always be a day when it too late to do it after the fact.

 

[neuropsychguy]

I just don't get why they do that. It's nice that there is no 3rd party tracking, but why track users at all?

If I pay a premium price for a service, why do they still track me and serve ****** ads?

It's nice that they are "less invasive", but it's not quite what I'd expect from a company that makes ads about how "private" everything on your iPhone is.

It’s because most people don’t mind the tracking. Seriously! The tracking improves ads people see, in the sense that they are more relevant, and improves suggestions about other related media.

Most people don’t like ads but it’s mainly the pervasive, intrusive, irrelevant ones. If they are relevant, interesting, and not “in your face”, they get a pass and are, more often than not, even found helpful.

I'm not saying I like the tracking and ads. I have several levels of ad-blocking running on my network and devices and turn off as much targeted advertising as possible. However, the fact that you and I comment here means we are less likely to represent the general public in specific technology-related ideologies. Most people just don't care.

 

[nt5672]

Bro Apple literally got into a fight with the FBI over privacy. They dropped Advanced Data Protection in the UK to avoid having to comply with making a backdoor for the government. They are not as private as home brewed Linux distro but they are as private as you will ever get from a major multinational Corp interested in increasing profits quarterly. The data they harvest is minimal if you look at how Google et all operates.

Really, don't you find it odd that the issues with the FBI just went away. Almost like a national security letter was delivered to Apple that forbid it talking about how it cooperates with the government. Remember the promises to encrypt iCould documents that are still not encrypted. I think some skepticism is warranted, especially given the way Cook warms up to other dictatorships around the world.

 

[WarmWinterHat]

Really, don't you find it odd that the issues with the FBI just went away. Almost like a national security letter was delivered to Apple that forbid it talking about how it cooperates with the government. Remember the promises to encrypt iCould documents that are still not encrypted. I think some skepticism is warranted, especially given the way Cook warms up to other dictatorships around the world.

It didn't just go away, they (FBI) clearly said the reason why...they got into the phone without Apple's help. Azimuth Security cracked the phone for them for $900k, and Apple in turn sued them..The company eventually became Corellium, which Apple again sued for virtualizing iOS.

The FBI wanted to unlock the San Bernardino shooter’s iPhone. It turned to a little-known Australian firm.

Azimuth unlocked the iPhone at the center of an epic legal battle between the FBI and Apple. Now, Apple is suing the company co-founded by one of the hackers behind the unlock.

www.washingtonpost.com

 

[ThailandToo]

Bro Apple literally got into a fight with the FBI over privacy. They dropped Advanced Data Protection in the UK to avoid having to comply with making a backdoor for the government. They are not as private as home brewed Linux distro but they are as private as you will ever get from a major multinational Corp interested in increasing profits quarterly. The data they harvest is minimal if you look at how Google et all operates.

Media BS. They have to make it look like they care... That's marketing. I truly think you should also create a new iCloud account and use a new Apple device. You will see blatant advertising that knows your information. There's a difference in talking the talk and actually doing it. Apple fails miserably. They may not build in backdoors, although according to Snowden they do. The FBI, CIA, Israel intelligence and pretty much the developed nations all have the ability to see exactly what's on your iPhone. Some may take a little more work, but it's widely known that it's more difficult to gain access to most higher end Android devices than Apple devices.

 

[ios-dan]

The FBI, CIA, Israel intelligence and pretty much the developed nations all have the ability to see exactly what's on your iPhone. Some may take a little more work, but it's widely known that it's more difficult to gain access to most higher end Android devices than Apple devices.

Wow, everything you said here is completely wrong.

 

[ifxf]

Apple make it difficult to have different Apple ids for your Apple tv and iphone.

 

[WarmWinterHat]

The Apple TV is okay, we have one in our exercise room to use for Glo and other workout apps and videos.. I do like the privacy angle, but just don't care for the interface, plus it doesn't do great in a mixed Apple/Android household.

Our main TV is a TCL Roku, and everyone likes using it. Roku is very, very chatty, though, so I have all the tracking and ads network blocked. All the streaming apps track what videos you watch within their service anyway, regardless of your local privacy settings.

 

[nuckinfutz]

I would say hands down because Apple is. It interested in nickel and diming people with copious amounts of intrusive ads. Prime Video has become unwatchable.

Amazon expecting me a "former" Prime member to cough up an additional $3 is the straw that broke the Camel's back. Cancelled my renewal and frankly it hasn't been painful. I'm done with excessive ads

 

[ignatius345]

ACR feels like a pretty big violation.

Automatic content recognition - Wikipedia

en.wikipedia.org

I will admit I had no idea about this until I read the Ars Technica piece. Pretty disturbing stuff.

 

[sw1tcher]

The report also notes that during setup, Apple TV users can easily disable Siri, location tracking, and analytics sharing with Apple. In contrast, most competing devices bury these privacy controls deep in settings menus, making them difficult for average users to find and adjust.

On a Roku device, going to Settings > Privacy to make changes is difficult for the average user?

 

[macuaig]

Whenever I start bingeing a tv series that I’ve already bought on Apple TV, often years ago, within 1-2 days Facebook starts hammering me with multiple posts about that show. Now who the hell do I talk to about that?!?

 

[thejadedmonkey]

It’s because most people don’t mind the tracking. Seriously! The tracking improves ads people see, in the sense that they are more relevant, and improves suggestions about other related media.

Most people don’t like ads but it’s mainly the pervasive, intrusive, irrelevant ones. If they are relevant, interesting, and not “in your face”, they get a pass and are, more often than not, even found helpful.

I haven't seen a relevant ad in years, and it hit me while I was watching a Hulu ad for Sephora how well they've managed to pin my wife and kids down, but have absolutely no idea how to target ads for me.