A privacy nutrition label is the App Privacy section of an app's App Store page, showing what data the app collects and whether it's linked to the person. It comes from a questionnaire in App Store Connect, and since December 8, 2020 no new app or update can be submitted without it.
What a privacy label is
Every app on the App Store has an App Privacy section. Based on the developer's answers, Apple shows up to three blocks there.
- Data Used to Track You. Combined with other companies' app and website data for ads, or shared with data brokers.
- Data Linked to You. Can be tied to the person through an account, a device or contact details.
- Data Not Linked to You. Collected without direct identifiers, with no attempt to tie it back to the person.
If the app collects nothing, the blocks are replaced by a single Data Not Collected line.
Where App Privacy lives in App Store Connect
Go to App Store Connect › Apps › your app › App Privacy. The first time there's a Get Started button, after that Edit next to Data Types and Publish at the top right. The Account Holder, Admin and App Manager roles can answer.
The same page holds the privacy policy link, required for every app, and an optional Privacy Choices link where people manage their data. Links change with the next version, questionnaire answers as soon as you press Publish.
What Apple asks. Numbers and dates
| What | What Apple says |
|---|---|
| Required | since December 8, 2020 for new apps and updates |
| Labels on product pages | since December 14, 2020 |
| Data types in the list | 35 in 16 groups, from Contact Info to Body |
| Purposes | 6, from Third-Party Advertising to Other Purposes |
| Blocks on the page | up to 3, or one Data Not Collected line |
| Editing answers | any time, without a new version or review |
| Links | privacy policy required, Privacy Choices optional |
Per the App privacy details page, App Store Connect Help and Apple's news of December 14, 2020, checked October 16, 2026. We counted the types and groups from Apple's list.
How to fill in App Privacy
- List everything that leaves the device and is kept longer than one request. Analytics, ads, third-party sign-in, your own server and an AI service that keeps user text all count as collection.
- Open App Privacy and press Get Started. If nothing is collected, choose No, we do not collect data from this app and press Save.
- Otherwise choose Yes, we collect data from this app and tick every data type.
- For each type, answer why it's needed, whether it's linked to the person and whether it's used for tracking.
- Check how the blocks look in Product Page Preview.
- Press Publish and confirm the answers are accurate. If the app isn't live yet, they appear when the page does.
Common mistakes
- Forgetting third-party code. Analytics, ad and sign-in SDKs collect data inside your app, and declaring it is on you.
- Declaring only ad data. Data a feature needs to work is declared too, with the App Functionality purpose.
- Declaring what never leaves the device. Apple doesn't count that as collection, though a result sent to a server is declared separately.
- Declaring data Apple collects. App Analytics and in-app purchase payment data stay out of your questionnaire.
Label, privacy report and privacy manifest
The label has two neighbors with similar names.
- App Privacy Report. iPhone owners on iOS 15.2 and later find it in Settings › Privacy & Security. It shows, for the past 7 days, when apps used the camera, microphone or location and which domains they contacted. The label is the developer's claim, the report is the app's behavior.
- Privacy manifest (the PrivacyInfo.xcprivacy file). It sits in the Xcode project and in SDKs and records data types and the reasons for using certain system features. Since May 1, 2024 Apple doesn't accept new or updated apps that add a commonly used SDK from Apple's list without its manifest and signature.
Appto fills in the App Privacy questionnaire in App Store Connect and makes the privacy policy page, asking for a yes before it writes. More on the App Store Connect page.
Questions
Do I need App Privacy if my app collects nothing?
Yes. The answer No, we do not collect data from this app still has to be given and published, and then the page shows Data Not Collected.
Do I need a new version to change my privacy label?
No. Answers change at any time and go live with Publish, without Apple's review. Only the privacy policy link waits for the next version.
Since when are privacy labels required?
Since December 8, 2020 you can't submit a new app or update without them. Labels appeared on App Store pages on December 14, 2020.
Data Linked to You vs Data Used to Track You, what's the difference?
Linked means the data is tied to the person through an account or device. Track means it's also combined with other companies' app and website data for ads, or shared with a data broker.
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