Personalized Collections Feature
Apple’s App Store now records every user tap through its new Personalized Collections feature, which tailors app recommendations based on activity. Security researchers Mysk revealed that this tracking cannot be disabled, raising privacy concerns.
The feature, launched alongside App Notes to explain recommendation logic, adapts to user behavior across the Apps, Games, and Search tabs. Apple states it is beginning to roll out in English in the U.S., with global expansion planned.
“To help more people find apps and games they will love, the App Store will introduce new Personalized Collections based on user interests, along with App Notes that explain why specific apps are recommended. These tailored recommendations can appear on the Apps, Games, and Search tabs, evolving over time based on a user’s app usage and downloads. Personalized Collections and App Notes start rolling out this week in English in the U.S., with additional languages and regions coming soon.”
User Analytics and Privacy Concerns
Mysk demonstrated that the App Store transmits detailed analytics to Apple during searches, including typing speed calculations and other granular interaction data.
For example, a search for “Tim Cook” sends detailed interaction data beyond mere query results.
“Now Apple is putting the extensive identifiable analytics they collect in the App Store into action. They record every tap, and there’s no way to turn it off. They can even calculate your typing speed. This is what the App Store sends to Apple when I searched for ‘Tim Cook’ [See screenshot above].”
Clarifying user questions, Mysk confirmed the data transmitted includes analytics packets separate from real-time search endpoints. This aligns with Apple’s stated goal of refining recommendations through behavioral insights.
While some users may not object to Apple observing search inputs, critics argue the lack of an opt-out option contradicts Apple’s privacy-first branding. A toggle to disable tracking would better align with transparency expectations.
