Apple

new-apple-study-challenges-whether-ai-models-truly-“reason”-through-problems

New Apple study challenges whether AI models truly “reason” through problems


Puzzle-based experiments reveal limitations of simulated reasoning, but others dispute findings.

An illustration of Tower of Hanoi from Popular Science in 1885. Credit: Public Domain

In early June, Apple researchers released a study suggesting that simulated reasoning (SR) models, such as OpenAI’s o1 and o3, DeepSeek-R1, and Claude 3.7 Sonnet Thinking, produce outputs consistent with pattern-matching from training data when faced with novel problems requiring systematic thinking. The researchers found similar results to a recent study by the United States of America Mathematical Olympiad (USAMO) in April, showing that these same models achieved low scores on novel mathematical proofs.

The new study, titled “The Illusion of Thinking: Understanding the Strengths and Limitations of Reasoning Models via the Lens of Problem Complexity,” comes from a team at Apple led by Parshin Shojaee and Iman Mirzadeh, and it includes contributions from Keivan Alizadeh, Maxwell Horton, Samy Bengio, and Mehrdad Farajtabar.

The researchers examined what they call “large reasoning models” (LRMs), which attempt to simulate a logical reasoning process by producing a deliberative text output sometimes called “chain-of-thought reasoning” that ostensibly assists with solving problems in a step-by-step fashion.

To do that, they pitted the AI models against four classic puzzles—Tower of Hanoi (moving disks between pegs), checkers jumping (eliminating pieces), river crossing (transporting items with constraints), and blocks world (stacking blocks)—scaling them from trivially easy (like one-disk Hanoi) to extremely complex (20-disk Hanoi requiring over a million moves).

Figure 1 from Apple's

Figure 1 from Apple’s “The Illusion of Thinking” research paper. Credit: Apple

“Current evaluations primarily focus on established mathematical and coding benchmarks, emphasizing final answer accuracy,” the researchers write. In other words, today’s tests only care if the model gets the right answer to math or coding problems that may already be in its training data—they don’t examine whether the model actually reasoned its way to that answer or simply pattern-matched from examples it had seen before.

Ultimately, the researchers found results consistent with the aforementioned USAMO research, showing that these same models achieved mostly under 5 percent on novel mathematical proofs, with only one model reaching 25 percent, and not a single perfect proof among nearly 200 attempts. Both research teams documented severe performance degradation on problems requiring extended systematic reasoning.

Known skeptics and new evidence

AI researcher Gary Marcus, who has long argued that neural networks struggle with out-of-distribution generalization, called the Apple results “pretty devastating to LLMs.” While Marcus has been making similar arguments for years and is known for his AI skepticism, the new research provides fresh empirical support for his particular brand of criticism.

“It is truly embarrassing that LLMs cannot reliably solve Hanoi,” Marcus wrote, noting that AI researcher Herb Simon solved the puzzle in 1957 and many algorithmic solutions are available on the web. Marcus pointed out that even when researchers provided explicit algorithms for solving Tower of Hanoi, model performance did not improve—a finding that study co-lead Iman Mirzadeh argued shows “their process is not logical and intelligent.”

Figure 4 from Apple's

Figure 4 from Apple’s “The Illusion of Thinking” research paper. Credit: Apple

The Apple team found that simulated reasoning models behave differently from “standard” models (like GPT-4o) depending on puzzle difficulty. On easy tasks, such as Tower of Hanoi with just a few disks, standard models actually won because reasoning models would “overthink” and generate long chains of thought that led to incorrect answers. On moderately difficult tasks, SR models’ methodical approach gave them an edge. But on truly difficult tasks, including Tower of Hanoi with 10 or more disks, both types failed entirely, unable to complete the puzzles, no matter how much time they were given.

The researchers also identified what they call a “counterintuitive scaling limit.” As problem complexity increases, simulated reasoning models initially generate more thinking tokens but then reduce their reasoning effort beyond a threshold, despite having adequate computational resources.

The study also revealed puzzling inconsistencies in how models fail. Claude 3.7 Sonnet could perform up to 100 correct moves in Tower of Hanoi but failed after just five moves in a river crossing puzzle—despite the latter requiring fewer total moves. This suggests the failures may be task-specific rather than purely computational.

Competing interpretations emerge

However, not all researchers agree with the interpretation that these results demonstrate fundamental reasoning limitations. University of Toronto economist Kevin A. Bryan argued on X that the observed limitations may reflect deliberate training constraints rather than inherent inabilities.

“If you tell me to solve a problem that would take me an hour of pen and paper, but give me five minutes, I’ll probably give you an approximate solution or a heuristic. This is exactly what foundation models with thinking are RL’d to do,” Bryan wrote, suggesting that models are specifically trained through reinforcement learning (RL) to avoid excessive computation.

Bryan suggests that unspecified industry benchmarks show “performance strictly increases as we increase in tokens used for inference, on ~every problem domain tried,” but notes that deployed models intentionally limit this to prevent “overthinking” simple queries. This perspective suggests the Apple paper may be measuring engineered constraints rather than fundamental reasoning limits.

Figure 6 from Apple's

Figure 6 from Apple’s “The Illusion of Thinking” research paper. Credit: Apple

Software engineer Sean Goedecke offered a similar critique of the Apple paper on his blog, noting that when faced with Tower of Hanoi requiring over 1,000 moves, DeepSeek-R1 “immediately decides ‘generating all those moves manually is impossible,’ because it would require tracking over a thousand moves. So it spins around trying to find a shortcut and fails.” Goedecke argues this represents the model choosing not to attempt the task rather than being unable to complete it.

Other researchers also question whether these puzzle-based evaluations are even appropriate for LLMs. Independent AI researcher Simon Willison told Ars Technica in an interview that the Tower of Hanoi approach was “not exactly a sensible way to apply LLMs, with or without reasoning,” and suggested the failures might simply reflect running out of tokens in the context window (the maximum amount of text an AI model can process) rather than reasoning deficits. He characterized the paper as potentially overblown research that gained attention primarily due to its “irresistible headline” about Apple claiming LLMs don’t reason.

The Apple researchers themselves caution against over-extrapolating the results of their study, acknowledging in their limitations section that “puzzle environments represent a narrow slice of reasoning tasks and may not capture the diversity of real-world or knowledge-intensive reasoning problems.” The paper also acknowledges that reasoning models show improvements in the “medium complexity” range and continue to demonstrate utility in some real-world applications.

Implications remain contested

Have the credibility of claims about AI reasoning models been completely destroyed by these two studies? Not necessarily.

What these studies may suggest instead is that the kinds of extended context reasoning hacks used by SR models may not be a pathway to general intelligence, like some have hoped. In that case, the path to more robust reasoning capabilities may require fundamentally different approaches rather than refinements to current methods.

As Willison noted above, the results of the Apple study have so far been explosive in the AI community. Generative AI is a controversial topic, with many people gravitating toward extreme positions in an ongoing ideological battle over the models’ general utility. Many proponents of generative AI have contested the Apple results, while critics have latched onto the study as a definitive knockout blow for LLM credibility.

Apple’s results, combined with the USAMO findings, seem to strengthen the case made by critics like Marcus that these systems rely on elaborate pattern-matching rather than the kind of systematic reasoning their marketing might suggest. To be fair, much of the generative AI space is so new that even its inventors do not yet fully understand how or why these techniques work. In the meantime, AI companies might build trust by tempering some claims about reasoning and intelligence breakthroughs.

However, that doesn’t mean these AI models are useless. Even elaborate pattern-matching machines can be useful in performing labor-saving tasks for the people that use them, given an understanding of their drawbacks and confabulations. As Marcus concedes, “At least for the next decade, LLMs (with and without inference time “reasoning”) will continue have their uses, especially for coding and brainstorming and writing.”

Photo of Benj Edwards

Benj Edwards is Ars Technica’s Senior AI Reporter and founder of the site’s dedicated AI beat in 2022. He’s also a tech historian with almost two decades of experience. In his free time, he writes and records music, collects vintage computers, and enjoys nature. He lives in Raleigh, NC.

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Apple details the end of Intel Mac support and a phaseout for Rosetta 2

The support list for macOS Tahoe still includes Intel Macs, but it has been whittled down to just four models, all released in 2019 or 2020. We speculated that this meant that the end was near for Intel Macs, and now we can confirm just how near it is: macOS Tahoe will be the last new macOS release to support any Intel Macs. All new releases starting with macOS 27 will require an Apple Silicon Mac.

Apple will provide additional security updates for Tahoe until fall 2028, two years after it is replaced with macOS 27. That’s a typical schedule for older macOS versions, which all get one year of major point updates that include security fixes and new features, followed by two years of security-only updates to keep them patched but without adding significant new features.

Apple is also planning changes to Rosetta 2, the Intel-to-Arm app translation technology created to ease the transition between the Intel and Apple Silicon eras. Rosetta will continue to work as a general-purpose app translation tool in both macOS 26 and macOS 27.

But after that, Rosetta will be pared back and will only be available to a limited subset of apps—specifically, older games that rely on Intel-specific libraries but are no longer being actively maintained by their developers. Devs who want their apps to continue running on macOS after that will need to transition to either Apple Silicon-native apps or universal apps that run on either architecture.

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apple-tiptoes-with-modest-ai-updates-while-rivals-race-ahead

Apple tiptoes with modest AI updates while rivals race ahead

Developers, developers, developers?

Being the Worldwide Developers Conference, it seems appropriate that Apple also announced it would open access to its on-device AI language model to third-party developers. It also announced it would integrate OpenAI’s code completion tools into its XCode development software.

Craig Federighi stands in front of a screen with the words

Apple Intelligence was first unveiled at WWDC 2024. Credit: Apple

“We’re opening up access for any app to tap directly into the on-device, large language model at the core of Apple,” said Craig Federighi, Apple’s software chief, during the presentation. The company also demonstrated early partner integration by adding OpenAI’s ChatGPT image generation to its Image Playground app, though it said user data would not be shared without permission.

For developers, Apple’s inclusion of ChatGPT’s code-generation capabilities in XCode may represent Apple’s attempt to match what rivals like GitHub Copilot and Cursor offer software developers in terms of AI coding augmentation, even as the company maintains a more cautious approach to consumer-facing AI features.

Meanwhile, competitors like Meta, Anthropic, OpenAI, and Microsoft continue to push more aggressively into the AI space, offering AI assistants (that admittedly still make things up and suffer from other issues, such as sycophancy).

Only time will tell if Apple’s wariness to embrace the bleeding edge of AI will be a curse (eventually labeled as a blunder) or a blessing (lauded as a wise strategy). Perhaps, in time, Apple will step in with a solid and reliable AI assistant solution that makes Siri useful again. But for now, Apple Intelligence remains more of a clever brand name than a concrete set of notable products.

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Bill Atkinson, architect of the Mac’s graphical soul, dies at 74

Using HyperCard, Teachers created interactive lessons, artists built multimedia experiences, and businesses developed custom database applications—all without writing traditional code. The hypermedia environment also had a huge impact on gaming: 1993 first-person adventure hit Myst originally used HyperCard as its game engine.

An example of graphical dithering, which allows 1-bit color (black and white only) to imitate grayscale.

An example of graphical dithering, which allows 1-bit color (black and white only) to imitate grayscale. Credit: Benj Edwards / Apple

For the two-color Macintosh (which could only display black or white pixels, with no gradient in between), Atkinson developed an innovative high-contrast dithering algorithm that created the illusion of grayscale images with a characteristic stippled appearance that became synonymous with early Mac graphics. The dithered aesthetic remains popular today among some digital artists and indie game makers, with modern tools like this web converter that allows anyone to transform photos into the classic Atkinson dither style.

Life after Apple

After leaving Apple in 1990, Atkinson co-founded General Magic with Marc Porat and Andy Hertzfeld, attempting to create personal communicators before smartphones existed. Wikipedia notes that in 2007, he joined Numenta, an AI startup, declaring their work on machine intelligence “more fundamentally important to society than the personal computer and the rise of the Internet.”

In his later years, Atkinson pursued nature photography with the same artistry he’d brought to programming. His 2004 book “Within the Stone” featured close-up images of polished rocks that revealed hidden worlds of color and pattern.

Atkinson announced his pancreatic cancer diagnosis in November 2024, writing on Facebook that he had “already led an amazing and wonderful life.” The same disease claimed his friend and collaborator Steve Jobs in 2011.

Given Atkinson’s deep contributions to Apple history, it’s not surprising that Jobs’ successor, Apple CEO Tim Cook, paid tribute to the Mac’s original graphics guru on X on Saturday. “We are deeply saddened by the passing of Bill Atkinson,” Cook wrote. “He was a true visionary whose creativity, heart, and groundbreaking work on the Mac will forever inspire us.”

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apple’s-ai-driven-stem-splitter-audio-separation-tech-has-hugely-improved-in-a-year

Apple’s AI-driven Stem Splitter audio separation tech has hugely improved in a year

Consider an example from a song I’ve been working on. Here’s a snippet of the full piece:


After running Logic’s original Stem Splitter on the snippet, I was given four tracks: Vocals, Drums, Bass, and “Other.” They all isolated their parts reasonably well, but check out the static and artifacting when you isolate the bass track:



The vocal track came out better, but it was still far from ideal:


Now, just over a year later, Apple has released a point update for Logic that delivers “enhanced audio fidelity” for Stem Splitter—along with support for new stems for guitar and piano.

screenshot of logic's new stem splitter feature

Logic now splits audio into more stems.

The difference in quality is significant, as you can hear in the new bass track:


And the new vocal track, though still lacking the pristine fidelity of the original recording, is nevertheless greatly improved:


The ability to separate out guitars and pianos is also welcome, and it works well. Here’s the piano part:



Pretty impressive leap in fidelity for a point release!

There are plenty of other stem-splitting tools, of course, and many have had a head start on Apple. With its new release, however, Apple has certainly closed the gap.

Izotope’s RX 11, for instance, is a highly regarded (and expensive!) piece of software that can do wonders when it comes to repairing audio and reducing clicks, background noise, and sibilance.

RX11 screenshot

RX11, ready to split some stems.

It includes a stem-splitting feature that can produce four outputs (vocal, bass, drums, and other), and it produces usable audio—but I’m not sure I’d rank its output more highly than Logic’s. Compare for yourself on the vocal and bass stems:



In any event, the AI/machine learning revolution has certainly arrived in the music world, and the rapid quality increase in stem-splitting tools in just a few years shows just what these AI systems are capable of when trained on enough data. I remain especially impressed by how the best stem splitters can extract not just a clean vocal but also the reverb/delay tail. Having access to the original recordings will always be better—but stem-splitting tech is improving quickly.

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What to expect from Apple’s Worldwide Developers Conference next week


i wwdc what you did there

We expect to see new designs, new branding, and more at Apple’s WWDC 2025.

Apple’s Worldwide Developers Conference kicks off on Monday with the company’s standard keynote presentation—a combination of PR about how great Apple and its existing products are and a first look at the next-generation versions of iOS, iPadOS, macOS, and the company’s other operating systems.

Reporting before the keynote rarely captures everything that Apple has planned at its presentations, but the reliable information we’ve seen so far is that Apple will keep the focus on its software this year rather than using the keynote to demo splashy new hardware like the Vision Pro and Apple Silicon Mac Pro, which the company introduced at WWDC a couple years back.

If you haven’t been keeping track, here are a few of the things that are most likely to happen when the pre-recorded announcement videos start rolling next week.

Redesign time

Reliable reports from Bloomberg’s Mark Gurman have been saying for months that Apple’s operating systems are getting a design overhaul at WWDC.

The company apparently plans to use the design of the Vision Pro’s visionOS software as a jumping-off point for the new designs, introducing more transparency and UI elements that appear to be floating on the surface of your screen. Apple’s overarching goal, according to Gurman, is to “simplify the way users navigate and control their devices” by “updating the style of icons, menus, apps, windows and system buttons.”

Apple’s airy, floaty visionOS will apparently serve as the inspiration for its next-generation software design. Credit: Apple

Any good software redesign needs to walk a tightrope between freshening up an old look and solving old problems without changing peoples’ devices so much that they become unrecognizable and unfamiliar. The number of people who have complained to me about the iOS 18-era redesign of the Photos app suggests to me that Apple doesn’t always strike the right balance. But a new look can also generate excitement and encourage upgrades more readily than some of the low-profile or under-the-hood improvements that these updates normally focus on.

The redesigned UI should be released simultaneously for iOS, iPadOS, and macOS. The Mac last received a significant facelift back in 2020 with macOS 11 Big Sur, though this was overshadowed at the time by the much more significant shift from Intel’s chips to Apple Silicon. The current iOS and iPadOS design has its roots in 2013’s iOS 7, though with over a decade’s worth of gradual evolution on top.

An OS by any other name

With the new design will apparently come a new naming scheme, shifting from the current version numbers to new numbers based on the year. So we allegedly won’t be seeing iOS 19, macOS 16, watchOS 12, or visionOS 3—instead, we’ll get iOS 26, macOS 26, watchOS 26, and visionOS 26.

The new numbers might be a little confusing at first, especially for the period of overlap where Apple is actively supporting (say) macOS 14, macOS 15, and macOS 26. But in the long run, the consistency should make it easier to tell roughly how old your software is and will also make it easier to tell whether your device is running current software without having to remember the number for each of your individual devices.

It also unifies the approach to any new operating system variants Apple might announce—tvOS starts at version 9 and iPadOS starts at version 13, for example, because they were linked to the then-current iOS release. But visionOS and watchOS both started over from 1.0, and the macOS version is based on the year that Apple arbitrarily decided to end the 20-year-old “macOS X” branding and jump up to 11.

Note that those numbers will use the upcoming year rather than the current year—iOS 26 will be Apple’s latest and greatest OS for about three months in 2025, assuming the normal September-ish launch, but it will be the main OS for nine months in 2026. Apple usually also waits until later in the fall or winter to start forcing people onto the new OS, issuing at least a handful of security-only updates for the outgoing OS for people who don’t want to be guinea pigs for a possibly buggy new release.

Seriously, don’t get your hopes up about hardware

Apple showed off Vision Pro at WWDC in 2023, but we’re not expecting to see much hardware this year. Credit: Samuel Axon

Gurman has reported that Apple had “no major new devices ready to ship” this year.

Apple generally concentrates its hardware launches to the spring and fall, with quieter and lower-profile launches in the spring and bigger launches in the fall, anchored by the tentpole that is the iPhone. But WWDC has occasionally been a launching point for new Macs (because Macs are the only systems that run Xcode, Apple’s development environment) and occasionally brand-new platforms (because getting developers on board with new platforms is one way to increase their chances of success). But the best available information suggests that neither of those things is happening this time around.

There are possibilities, though. Apple has apparently been at work behind the scenes on expanding its smart home footprint, and the eternally neglected Mac Pro is still using an M2 Ultra when an M3 Ultra already exists. But especially with a new redesign to play up, we’d expect Apple to keep the spotlight on its software this time around.

The fate of Intel Macs

It’s been five years since Apple started moving from Intel’s chips to its own custom silicon in Macs and two years since Apple sold its last Intel Macs. And since the very start of the transition, Apple has resisted providing a firm answer to the question of when Intel Macs will stop getting new macOS updates.

Our analysis of years of support data suggests two likely possibilities: that Apple releases one more new version of macOS for Intel Macs before shifting to a couple years of security-only updates or that Apple pulls the plug and shifts to security-only updates this year.

Rumors suggest that current betas still run on the last couple rounds of Intel Macs, dropping support for some older or slower models introduced between 2018 and 2020. If that’s true, there’s a pretty good chance it’s the last new macOS version to officially support Intel CPUs. Regardless, we’ll know more when the first betas drop after the keynote.

Even if the new version of macOS supports some Intel Macs, expect the list of features that require Apple Silicon to keep getting longer.

iPad multitasking? Again?

The perennial complaint about high-end iPads is that the hardware is a lot more capable than the software allows it to be. And every couple of years, Apple takes another crack at making the iPad a viable laptop replacement by improving the state of multitasking on the platform. This will allegedly be another one of those years.

We don’t know much about what form these multitasking improvements will take—whether they’re a further refinement of existing features like Stage Manager or something entirely new. The changes have been described as “more like macOS,” but that could mean pretty much anything.

Playing games

People play plenty of games on Apple’s devices, but they still aren’t really a “destination” for gaming in the same way that a dedicated console or Windows PC is. The company is apparently hoping to change that with a new unified app for games. Like Valve’s Steam, the app will reportedly serve as a storefront, launcher, and achievement tracker, and will also facilitate communication between friends playing the same game.

Apple took a similar stab at this idea in the early days of the iPhone with Game Center, which still exists as a service in the background on modern Apple devices but was discontinued as a standalone app quite a few years ago.

Apple has been trying for a few years now to make its operating systems more hospitable to gaming, especially in macOS. The company has added a low-latency Game Mode to macOS and comprehensive support for modern wireless gamepads from Microsoft, Sony, and Nintendo. The company’s Game Porting Toolkit stops short of being a consumer-friendly way to run Windows games on macOS, but it does give developers of Windows games an easier on-ramp for testing and porting their games to Apple’s platforms. We’ll see whether a unified app can help any of these other gaming features gel into something that feels cohesive.

Going home

A smart speaker about the size of a mason jar.

Might we see a more prominent, marketable name for what Apple currently calls the “HomePod Software”? Credit: Jeff Dunn

One of Apple’s long-simmering behind-the-scenes hardware projects is apparently a new kind of smart home device that weds the HomePod’s current capabilities with a vaguely Apple TV-like touchscreen interface. In theory, this device would compete with the likes of Amazon’s Echo Show devices.

Part of those plans involve a “new” operating system to replace what is known to the public as “HomePod Software” (and internally as audioOS). This so-called “homeOS” has been rumored for a bit, and some circumstantial evidence points to some possible pre-WWDC trademark activity around that name. Like the current HomePod software—and just about every other OS Apple maintains—homeOS would likely be a specialized offshoot of iOS. But even if it doesn’t come with new hardware right away, new branding could suggest that Apple is getting ready to expand its smart home ambitions.

What about AI?

Finally, it wouldn’t be a mid-2020s tech keynote without some kind of pronouncements about AI. Last year’s WWDC was the big public unveiling of Apple Intelligence, and (nearly) every one of Apple’s product announcements since then has made a point of highlighting the hardware’s AI capabilities.

We’d definitely expect Apple to devote some time to Apple Intelligence, but the company may be more hesitant to announce big new features in advance, following a news cycle where even normally sympathetic Apple boosters like Daring Fireball’s John Gruber excoriated the company for promising AI features that it was nowhere near ready to launch—or even to demo to the public. The executives handling Apple’s AI efforts were reshuffled following that news cycle; whether it was due to Gruber’s piece or the underlying problems outlined in the article is anyone’s guess.

Apple will probably try to find a middle road, torn between not wanting to overpromise and underdeliver and not wanting to seem “behind” on the tech industry’s biggest craze. There’s a decent chance that the new “more personalized” version of Siri will finally make a public appearance. But I’d guess that Apple will focus more on iterations of existing Apple Intelligence features like summaries or Writing Tools rather than big swings.

Photo of Andrew Cunningham

Andrew is a Senior Technology Reporter at Ars Technica, with a focus on consumer tech including computer hardware and in-depth reviews of operating systems like Windows and macOS. Andrew lives in Philadelphia and co-hosts a weekly book podcast called Overdue.

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Endangered classic Mac plastic color returns as 3D-printer filament

On Tuesday, classic computer collector Joe Strosnider announced the availability of a new 3D-printer filament that replicates the iconic “Platinum” color scheme used in classic Macintosh computers from the late 1980s through the 1990s. The PLA filament (PLA is short for polylactic acid) allows hobbyists to 3D-print nostalgic novelties, replacement parts, and accessories that match the original color of vintage Apple computers.

Hobbyists commonly feed this type of filament into commercial desktop 3D printers, which heat the plastic and extrude it in a computer-controlled way to fabricate new plastic parts.

The Platinum color, which Apple used in its desktop and portable computer lines starting with the Apple IIgs in 1986, has become synonymous with a distinctive era of classic Macintosh aesthetic. Over time, original Macintosh plastics have become brittle and discolored with age, so matching the “original” color can be a somewhat challenging and subjective experience.

A close-up of

A close-up of “Retro Platinum” PLA filament by Polar Filament. Credit: Polar Filament

Strosnider, who runs a website about his extensive vintage computer collection in Ohio, worked for years to color-match the distinctive beige-gray hue of the Macintosh Platinum scheme, resulting in a spool of hobby-ready plastic by Polar Filament and priced at $21.99 per kilogram.

According to a forum post, Strosnider paid approximately $900 to develop the color and purchase an initial 25-kilogram supply of the filament. Rather than keeping the formulation proprietary, he arranged for Polar Filament to make the color publicly available.

“I paid them a fee to color match the speaker box from inside my Mac Color Classic,” Strosnider wrote in a Tinkerdifferent forum post on Tuesday. “In exchange, I asked them to release the color to the public so anyone can use it.”

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breaking-down-why-apple-tvs-are-privacy-advocates’-go-to-streaming-device

Breaking down why Apple TVs are privacy advocates’ go-to streaming device


Using the Apple TV app or an Apple account means giving Apple more data, though.

Credit: Aurich Lawson | Getty Images

Credit: Aurich Lawson | Getty Images

Every time I write an article about the escalating advertising and tracking on today’s TVs, someone brings up Apple TV boxes. Among smart TVs, streaming sticks, and other streaming devices, Apple TVs are largely viewed as a safe haven.

“Just disconnect your TV from the Internet and use an Apple TV box.”

That’s the common guidance you’ll hear from Ars readers for those seeking the joys of streaming without giving up too much privacy. Based on our research and the experts we’ve consulted, that advice is pretty solid, as Apple TVs offer significantly more privacy than other streaming hardware providers.

But how private are Apple TV boxes, really? Apple TVs don’t use automatic content recognition (ACR, a user-tracking technology leveraged by nearly all smart TVs and streaming devices), but could that change? And what about the software that Apple TV users do use—could those apps provide information about you to advertisers or Apple?

In this article, we’ll delve into what makes the Apple TV’s privacy stand out and examine whether users should expect the limited ads and enhanced privacy to last forever.

Apple TV boxes limit tracking out of the box

One of the simplest ways Apple TVs ensure better privacy is through their setup process, during which you can disable Siri, location tracking, and sending analytics data to Apple. During setup, users also receive several opportunities to review Apple’s data and privacy policies. Also off by default is the boxes’ ability to send voice input data to Apple.

Most other streaming devices require users to navigate through pages of settings to disable similar tracking capabilities, which most people are unlikely to do. Apple’s approach creates a line of defense against snooping, even for those unaware of how invasive smart devices can be.

Apple TVs running tvOS 14.5 and later also make third-party app tracking more difficult by requiring such apps to request permission before they can track users.

“If you choose Ask App Not to Track, the app developer can’t access the system advertising identifier (IDFA), which is often used to track,” Apple says. “The app is also not permitted to track your activity using other information that identifies you or your device, like your email address.”

Users can access the Apple TV settings and disable the ability of third-party apps to ask permission for tracking. However, Apple could further enhance privacy by enabling this setting by default.

The Apple TV also lets users control which apps can access the set-top box’s Bluetooth functionality, photos, music, and HomeKit data (if applicable), and the remote’s microphone.

“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,” said RJ Cross, director of the consumer privacy program at the Public Interest Research Group (PIRG). “I personally trust them more with my data than other tech companies.”

What if you share analytics data?

If you allow your Apple TV to share analytics data with Apple or app developers, that data won’t be personally identifiable, Apple says. Any collected personal data is “not logged at all, removed from reports before they’re sent to Apple, or protected by techniques, such as differential privacy,” Apple says.

Differential privacy, which injects noise into collected data, is one of the most common methods used for anonymizing data. In support documentation (PDF), Apple details its use of differential privacy:

The first step we take is to privatize the information using local differential privacy on the user’s device. The purpose of privatization is to assure that Apple’s servers don’t receive clear data. Device identifiers are removed from the data, and it is transmitted to Apple over an encrypted channel. The Apple analysis system ingests the differentially private contributions, dropping IP addresses and other metadata. The final stage is aggregation, where the privatized records are processed to compute the relevant statistics, and the aggregate statistics are then shared with relevant Apple teams. Both the ingestion and aggregation stages are performed in a restricted access environment so even the privatized data isn’t broadly accessible to Apple employees.

What if you use an Apple account with your Apple TV?

Another factor to consider is Apple’s privacy policy regarding Apple accounts, formerly Apple IDs.

Apple support documentation says you “need” an Apple account to use an Apple TV, but you can use the hardware without one. Still, it’s common for people to log into Apple accounts on their Apple TV boxes because it makes it easier to link with other Apple products. Another reason someone might link an Apple TV box with an Apple account is to use the Apple TV app, a common way to stream on Apple TV boxes.

So what type of data does Apple harvest from Apple accounts? According to its privacy policy, the company gathers usage data, such as “data about your activity on and use of” Apple offerings, including “app launches within our services…; browsing history; search history; [and] product interaction.”

Other types of data Apple may collect from Apple accounts include transaction information (Apple says this is “data about purchases of Apple products and services or transactions facilitated by Apple, including purchases on Apple platforms”), account information (“including email address, devices registered, account status, and age”), device information (including serial number and browser type), contact information (including physical address and phone number), and payment information (including bank details). None of that is surprising considering the type of data needed to make an Apple account work.

Many Apple TV users can expect Apple to gather more data from their Apple account usage on other devices, such as iPhones or Macs. However, if you use the same Apple account across multiple devices, Apple recognizes that all the data it has collected from, for example, your iPhone activity, also applies to you as an Apple TV user.

A potential workaround could be maintaining multiple Apple accounts. With an Apple account solely dedicated to your Apple TV box and Apple TV hardware and software tracking disabled as much as possible, Apple would have minimal data to ascribe to you as an Apple TV owner. You can also use your Apple TV box without an Apple account, but then you won’t be able to use the Apple TV app, one of the device’s key features.

Data collection via the Apple TV app

You can download third-party apps like Netflix and Hulu onto an Apple TV box, but most TV and movie watching on Apple TV boxes likely occurs via the Apple TV app. The app is necessary for watching content on the Apple TV+ streaming service, but it also drives usage by providing access to the libraries of many (but not all) popular streaming apps in one location. So understanding the Apple TV app’s privacy policy is critical to evaluating how private Apple TV activity truly is.

As expected, some of the data the app gathers is necessary for the software to work. That includes, according to the app’s privacy policy, “information about your purchases, downloads, activity in the Apple TV app, the content you watch, and where you watch it in the Apple TV app and in connected apps on any of your supported devices.” That all makes sense for ensuring that the app remembers things like which episode of Severance you’re on across devices.

Apple collects other data, though, that isn’t necessary for functionality. It says it gathers data on things like the “features you use (for example, Continue Watching or Library),” content pages you view, how you interact with notifications, and approximate location information (that Apple says doesn’t identify users) to help improve the app.

Additionally, Apple tracks the terms you search for within the app, per its policy:

We use Apple TV search data to improve models that power Apple TV. For example, aggregate Apple TV search queries are used to fine-tune the Apple TV search model.

This data usage is less intrusive than that of other streaming devices, which might track your activity and then sell that data to third-party advertisers. But some people may be hesitant about having any of their activities tracked to benefit a multi-trillion-dollar conglomerate.

Data collected from the Apple TV app used for ads

By default, the Apple TV app also tracks “what you watch, your purchases, subscriptions, downloads, browsing, and other activities in the Apple TV app” to make personalized content recommendations. Content recommendations aren’t ads in the traditional sense but instead provide a way for Apple to push you toward products by analyzing data it has on you.

You can disable the Apple TV app’s personalized recommendations, but it’s a little harder than you might expect since you can’t do it through the app. Instead, you need to go to the Apple TV settings and then select Apps > TV > Use Play History > Off.

The most privacy-conscious users may wish that personalized recommendations were off by default. Darío Maestro, senior legal fellow at the nonprofit Surveillance Technology Oversight Project (STOP), noted to Ars that even though Apple TV users can opt out of personalized content recommendations, “many will not realize they can.”

Apple can also use data it gathers on you from the Apple TV app to serve traditional ads. If you allow your Apple TV box to track your location, the Apple TV app can also track your location. That data can “be used to serve geographically relevant ads,” according to the Apple TV app privacy policy. Location tracking, however, is off by default on Apple TV boxes.

Apple’s tvOS doesn’t have integrated ads. For comparison, some TV OSes, like Roku OS and LG’s webOS, show ads on the OS’s home screen and/or when showing screensavers.

But data gathered from the Apple TV app can still help Apple’s advertising efforts. This can happen if you allow personalized ads in other Apple apps serving targeted apps, such as Apple News, the App Store, or Stocks. In such cases, Apple may apply data gathered from the Apple TV app, “including information about the movies and TV shows you purchase from Apple, to serve ads in those apps that are more relevant to you,” the Apple TV app privacy policy says.

Apple also provides third-party advertisers and strategic partners with “non-personal data” gathered from the Apple TV app:

We provide some non-personal data to our advertisers and strategic partners that work with Apple to provide our products and services, help Apple market to customers, and sell ads on Apple’s behalf to display on the App Store and Apple News and Stocks.

Apple also shares non-personal data from the Apple TV with third parties, such as content owners, so they can pay royalties, gauge how much people are watching their shows or movies, “and improve their associated products and services,” Apple says.

Apple’s policy notes:

For example, we may share non-personal data about your transactions, viewing activity, and region, as well as aggregated user demographics[,] such as age group and gender (which may be inferred from information such as your name and salutation in your Apple Account), to Apple TV strategic partners, such as content owners, so that they can measure the performance of their creative work [and] meet royalty and accounting requirements.

When reached for comment, an Apple spokesperson told Ars that Apple TV users can clear their play history from the app.

All that said, the Apple TV app still shares far less data with third parties than other streaming apps. Netflix, for example, says it discloses some personal information to advertising companies “in order to select Advertisements shown on Netflix, to facilitate interaction with Advertisements, and to measure and improve effectiveness of Advertisements.”

Warner Bros. Discovery says it discloses information about Max viewers “with advertisers, ad agencies, ad networks and platforms, and other companies to provide advertising to you based on your interests.” And Disney+ users have Nielsen tracking on by default.

What if you use Siri?

You can easily deactivate Siri when setting up an Apple TV. But those who opt to keep the voice assistant and the ability to control Apple TV with their voice take somewhat of a privacy hit.

According to the privacy policy accessible in Apple TV boxes’ settings, Apple boxes automatically send all Siri requests to Apple’s servers. If you opt into using Siri data to “Improve Siri and Dictation,” Apple will store your audio data. If you opt out, audio data won’t be stored, but per the policy:

In all cases, transcripts of your interactions will be sent to Apple to process your requests and may be stored by Apple.

Apple TV boxes also send audio and transcriptions of dictation input to Apple servers for processing. Apple says it doesn’t store the audio but may store transcriptions of the audio.

If you opt to “Improve Siri and Dictation,” Apple says your history of voice requests isn’t tied to your Apple account or email. But Apple is vague about how long it may store data related to voice input performed with the Apple TV if you choose this option.

The policy states:

Your request history, which includes transcripts and any related request data, is associated with a random identifier for up to six months and is not tied to your Apple Account or email address. After six months, you request history is disassociated from the random identifier and may be retained for up to two years. Apple may use this data to develop and improve Siri, Dictation, Search, and limited other language processing functionality in Apple products …

Apple may also review a subset of the transcripts of your interactions and this … may be kept beyond two years for the ongoing improvements of products and services.

Apple promises not to use Siri and voice data to build marketing profiles or sell them to third parties, but it hasn’t always adhered to that commitment. In January, Apple agreed to pay $95 million to settle a class-action lawsuit accusing Siri of recording private conversations and sharing them with third parties for targeted ads. In 2019, contractors reported hearing private conversations and recorded sex via Siri-gathered audio.

Outside of Apple, we’ve seen voice request data used questionably, including in criminal trials and by corporate employees. Siri and dictation data also represent additional ways a person’s Apple TV usage might be unexpectedly analyzed to fuel Apple’s business.

Automatic content recognition

Apple TVs aren’t preloaded with automatic content recognition (ACR), an Apple spokesperson confirmed to Ars, another plus for privacy advocates. But ACR is software, so Apple could technically add it to Apple TV boxes via a software update at some point.

Sherman Li, the founder of Enswers, the company that first put ACR in Samsung TVs, confirmed to Ars that it’s technically possible for Apple to add ACR to already-purchased Apple boxes. Years ago, Enswers retroactively added ACR to other types of streaming hardware, including Samsung and LG smart TVs. (Enswers was acquired by Gracenote, which Nielsen now owns.)

In general, though, there are challenges to adding ACR to hardware that people already own, Li explained:

Everyone believes, in theory, you can add ACR anywhere you want at any time because it’s software, but because of the way [hardware is] architected… the interplay between the chipsets, like the SoCs, and the firmware is different in a lot of situations.

Li pointed to numerous variables that could prevent ACR from being retroactively added to any type of streaming hardware, “including access to video frame buffers, audio streams, networking connectivity, security protocols, OSes, and app interface communication layers, especially at different levels of the stack in these devices, depending on the implementation.”

Due to the complexity of Apple TV boxes, Li suspects it would be difficult to add ACR to already-purchased Apple TVs. It would likely be simpler for Apple to release a new box with ACR if it ever decided to go down that route.

If Apple were to add ACR to old or new Apple TV boxes, the devices would be far less private, and the move would be highly unpopular and eliminate one of the Apple TV’s biggest draws.

However, Apple reportedly has a growing interest in advertising to streaming subscribers. The Apple TV+ streaming service doesn’t currently show commercials, but the company is rumored to be exploring a potential ad tier. The suspicions stem from a reported meeting between Apple and the United Kingdom’s ratings body, Barb, to discuss how it might track ads on Apple TV+, according to a July report from The Telegraph.

Since 2023, Apple has also hired several prominent names in advertising, including a former head of advertising at NBCUniversal and a new head of video ad sales. Further, Apple TV+ is one of the few streaming services to remain ad-free, and it’s reported to be losing Apple $1 billion per year since its launch.

One day soon, Apple may have much more reason to care about advertising in streaming and being able to track the activities of people who use its streaming offerings. That has implications for Apple TV box users.

“The more Apple creeps into the targeted ads space, the less I’ll trust them to uphold their privacy promises. You can imagine Apple TV being a natural progression for selling ads,” PIRG’s Cross said.

Somewhat ironically, Apple has marketed its approach to privacy as a positive for advertisers.

“Apple’s commitment to privacy and personal relevancy builds trust amongst readers, driving a willingness to engage with content and ads alike,” Apple’s advertising guide for buying ads on Apple News and Stocks reads.

The most private streaming gadget

It remains technologically possible for Apple to introduce intrusive tracking or ads to Apple TV boxes, but for now, the streaming devices are more private than the vast majority of alternatives, save for dumb TVs (which are incredibly hard to find these days). And if Apple follows its own policies, much of the data it gathers should be kept in-house.

However, those with strong privacy concerns should be aware that Apple does track certain tvOS activities, especially those that happen through Apple accounts, voice interaction, or the Apple TV app. And while most of Apple’s streaming hardware and software settings prioritize privacy by default, some advocates believe there’s room for improvement.

For example, STOP’s Maestro said:

Unlike in the [European Union], where the upcoming Data Act will set clearer rules on transfers of data generated by smart devices, the US has no real legislation governing what happens with your data once it reaches Apple’s servers. Users are left with little way to verify those privacy promises.

Maestro suggested that Apple could address these concerns by making it easier for people to conduct security research on smart device software. “Allowing the development of alternative or modified software that can evaluate privacy settings could also increase user trust and better uphold Apple’s public commitment to privacy,” Maestro said.

There are ways to limit the amount of data that advertisers can get from your Apple TV. But if you use the Apple TV app, Apple can use your activity to help make business decisions—and therefore money.

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.

Photo of Scharon Harding

Scharon is a Senior Technology Reporter at Ars Technica writing news, reviews, and analysis on consumer gadgets and services. She’s been reporting on technology for over 10 years, with bylines at Tom’s Hardware, Channelnomics, and CRN UK.

Breaking down why Apple TVs are privacy advocates’ go-to streaming device Read More »

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Trump threatens Apple with 25% tariff to force iPhone manufacturing into US

Donald Trump woke up Friday morning and threatened Apple with a 25 percent tariff on any iPhones sold in the US that are not manufactured in America.

In a Truth Social post, Trump claimed that he had “long ago” told Apple CEO Tim Cook that Apple’s plan to manufacture iPhones for the US market in India was unacceptable. Only US-made iPhones should be sold here, he said.

“If that is not the case, a tariff of at least 25 percent must be paid by Apple to the US,” Trump said.

This appears to be the first time Trump has threatened a US company directly with tariffs, and Reuters noted that “it is not clear if Trump can levy a tariff on an individual company.” (Typically, tariffs are imposed on countries or categories of goods.)

Apple has so far not commented on the threat after staying silent when Trump started promising US-made iPhones were coming last month. At that time, Apple instead continued moving its US-destined operations from China into India, where tariffs were substantially lower and expected to remain so.

In his social media post, Trump made it clear that he did not approve of Apple’s plans to pivot production to India or “anyplace else” but the US.

For Apple, building an iPhone in the US threatens to spike costs so much that they risk pricing out customers. In April, CNBC cited Wall Street analysts estimating that a US-made iPhone could cost anywhere from 25 percent more—increasing to at least about $1,500—to potentially $3,500 at most. Today, The New York Times cited analysts forecasting that the costly shift “could more than double the consumer price of an iPhone.”

It’s unclear if Trump could actually follow through on this latest tariff threat, but the morning brought more potential bad news for Apple’s long-term forecast in another Truth Social post dashed off shortly after the Apple threat.

In that post, Trump confirmed that the European Union “has been very difficult to deal with” in trade talks, which he fumed “are going nowhere!” Because these talks have apparently failed, Trump ordered “a straight 50 percent tariff” on EU imports starting on June 1.

Trump threatens Apple with 25% tariff to force iPhone manufacturing into US Read More »

i-helped-a-lost-dog’s-airtag-ping-its-owner:-an-ode-to-replaceable-batteries

I helped a lost dog’s AirTag ping its owner: An ode to replaceable batteries

Out of all the books I read for my formal education, one bit, from one slim paperback, has lodged the deepest into my brain.

William Blundell’s The Art and Craft of Feature Writing offers a “selective list of what readers like.” It starts with a definitive No. 1: “Dogs, followed by other cute animals and well-behaved small children.” People, Blundell writes, are your second-best option, providing they are doing or saying something interesting.

I have failed to provide Ars Technica readers with a dog story during nearly three years here. Today, I intend to fix that. This is a story about a dog, but also a rare optimistic take on a ubiquitous “smart” product, one that helped out a very good girl.

Note: The images in this post are not of the aforementioned dog, so as to protect their owner’s privacy. The Humane Rescue Alliance of Washington, DC, provided photos of adoptable dogs with some resemblance to that dog.

Hello, stranger

My wife and I were sitting with our dog on our front porch on a recent weekend morning. We were drinking coffee, reading, and enjoying DC’s tiny window of temperate spring weather. I went inside for a moment; when I came back, my dog was inside, but my wife was not. Confused, I cracked open the door to look out. A dog, not my own, stuck its nose into the door gap, eager to sniff me out.

“There’s a dog here?” my wife said, partly to herself. “She just ran up on the porch. I have no idea where she came from.”

Rexi, a pitbull leaning to the right, onto someone wearing jeans.

Rexi, a nearly 3-year-old mixed breed, is being fostered and ready for adoption at the Humane Rescue Alliance. The author’s wife thinks Rexi looks the most like their unexpected dog visitor.

Rexi, a nearly 3-year-old mixed breed, is being fostered and ready for adoption at the Humane Rescue Alliance. The author’s wife thinks Rexi looks the most like their unexpected dog visitor. Credit: Humane Rescue Alliance

I secured my dog inside, then headed out to meet this fast-moving but friendly interloper. She had a collar, but no leash, and looked well-groomed, healthy, and lightly frantic. The collar had a silicone band on it, holding one of Apple’s AirTags underneath. I pulled out the AirTag, tapped it against my phone, and nothing happened.

While my wife posted on our neighborhood’s various social outlets (Facebook, Nextdoor, and a WhatsApp group for immediate neighbors), I went into the garage and grabbed a CR2032 battery. That’s not something everyone has, but I have a few AirTags, along with a bit of a home automation habit. After some pressing, twisting, and replacing, the AirTag beeped and returned to service.

I helped a lost dog’s AirTag ping its owner: An ode to replaceable batteries Read More »

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Epic goes to court to force Fortnite back on US iOS

Tell it to the judge

In an attempt to force Apple’s hand, Epic filed a motion on Friday arguing that Apple’s latest Fortnite denial is “blatant retaliation” for Epic’s court challenge and an attempt to “circumvent this Court’s Injunctions and this Court’s authority.”

Epic says the iOS version of Fortnite it recently submitted complies with all Apple policies and court rulings by offering a link to the external Epic Games Store for purchases. Through that link, players would be able to take advantage of a 20 percent discount on purchases compared to in-app purchases through iOS itself.

“Although Apple’s contracts may permit it to reject an app for lawful reasons, the Injunction provides that Apple may no longer reject an app—including Fortnite—because its developer chooses to include an external purchase link,” Epic wrote. “Likewise, if the Injunction is to have any teeth, Apple cannot reject an app on the ground that its developer has sought to enforce the Injunction’s prohibitions.”

Elsewhere in the filing, Epic says it is being “punished” by Apple after a nearly five-year legal battle and is being denied the ability to “take advantage of the pro-competitive rules it helped usher in.” Epic argues that Apple “cannot reject any developer (including Epic) because they went to court to enforce the Injunction” and “cannot refuse to deal with Epic as retaliation for Epic’s decision to avail itself of this Court’s Injunction.”

The matter will now be taken up by Judge Yvonne Gonzalez Rogers, who has shown little love for Apple in recent weeks. In her April order, she took the company to task for its “clear and convincing violation” of her initial injunction and even made a criminal contempt referral for Apple executives who she said “outright lied under oath.”

“Apple’s continued attempts to interfere with competition will not be tolerated,” Gonzalez Rogers wrote at the time. “This is an injunction, not a negotiation. There are no do-overs once a party willfully disregards a court order. Time is of the essence. The Court will not tolerate further delays.”

Epic goes to court to force Fortnite back on US iOS Read More »

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Trump has “a little problem” with Apple’s plan to ship iPhones from India

Analysts estimate it would cost tens of billions of dollars and take years for Apple to increase iPhone manufacturing in the US, where it at present makes only a very limited number of products.

US Commerce Secretary Howard Lutnick said last month that Cook had told him the US would need “robotic arms” to replicate the “scale and precision” of iPhone manufacturing in China.

“He’s going to build it here,” Lutnick told CNBC. “And Americans are going to be the technicians who drive those factories. They’re not going to be the ones screwing it in.”

Lutnick added that his previous comments that an “army of millions and millions of human beings screwing in little screws to make iPhones—that kind of thing is going to come to America” had been taken out of context.

“Americans are going to work in factories just like this on great, high-paying jobs,” he added.

For Narendra Modi’s government, the shift by some Apple suppliers into India is the highest-profile success of a drive to boost local manufacturing and attract companies seeking to diversify away from China.

Mobile phones are now one of India’s top exports, with the country selling more than $7 billion worth of them to the US in the 2024-25 financial year, up from $4.7 billion the previous year. The majority of these were iPhones, which Apple’s suppliers Foxconn and Tata Electronics make at plants in southern India’s Tamil Nadu and Karnataka states.

Modi and Trump are ideologically aligned and personally friendly, but India’s high tariffs are a point of friction and Washington has threatened to hit it with a 26 percent tariff.

India and the US—its biggest trading partner—are negotiating a bilateral trade agreement, the first tranche of which they say they will be agreed by autumn.

“India’s one of the highest-tariff nations in the world, it’s very hard to sell into India,” Trump also said in Qatar on Thursday. “They’ve offered us a deal where basically they’re willing to literally charge us no tariff… they’re the highest and now they’re saying no tariff.”

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