Apple has reaffirmed its commitment to user privacy with Siri following a class action lawsuit settlement worth USD95 million. This lawsuit, which accused the tech giant of privacy violations, has sparked concerns over how Siri handles user data. In an effort to rebuild trust, Apple has outlined the new privacy measures in place for its voice assistant, providing clearer insight into how Siri protects user information.

Siri's Privacy Controversy: A Brief Overview

The privacy concerns regarding Siri first came to light in 2019 when it was revealed that some user interactions were being recorded without explicit consent. These recordings were intended to improve Siri’s performance, but a whistleblower exposed that Apple contractors had been listening to portions of these interactions. This disclosure led to an outcry and raised serious questions about Apple’s privacy practices.

As a result, users filed a class action lawsuit, accusing the company of violating privacy rights. After a lengthy legal battle, Apple agreed to settle the case for USD95 million. Now, the company is taking proactive steps to address these concerns and reassure users about Siri's privacy policies.

How Siri Protects User Privacy Today

Apple emphasizes that Siri's data is never used to create marketing profiles, nor is it shared with third parties for advertising purposes. The company has put several measures in place to ensure privacy remains a top priority:

On-Device Processing

Siri processes most requests directly on the user’s device, reducing the need to send personal data to Apple’s servers. Features such as reading messages or making suggestions are processed locally, and for devices with advanced capabilities, the Neural Engine handles even audio requests on-device unless the user opts to share their data.

Minimal Data Collection

For requests that require server processing, Siri limits the amount of data sent. Instead of linking requests to a user’s Apple ID or phone number, Siri uses a random identifier—an anonymized string of letters and numbers unique to each device. This ensures that Siri processes requests without connecting them to individual users.

Optional Audio Retention

Siri only retains voice recordings if the user specifically opts in. Even after choosing to retain recordings, users can opt out at any time, at which point the recordings will be deleted from Apple’s systems. 

Private Cloud Compute

For tasks that require more complex computing, Apple uses Private Cloud Compute. This involves processing data securely on Apple’s servers using Apple-designed silicon chips to ensure efficiency and maintain the privacy of user information.

Apple's renewed emphasis on privacy is aimed at both repairing the damage to Siri’s reputation and reassuring users that their data is safe. The 2019 revelations led to significant reputational harm for Siri, and the USD95 million settlement highlights the need for Apple to adopt clearer, more transparent privacy practices.

With these new privacy-first features, Apple hopes to distinguish itself from competitors in the digital assistant market, where many companies do not have the same level of privacy protection. Apple’s efforts to process data anonymously, use on-device intelligence, and provide users with greater control over their information should help rebuild trust in Siri.