It’s essential to acknowledge the significant privacy concerns surrounding smart TVs. These devices often monitor your viewing habits, even when using an HDMI cable, sending that data to various analytics companies, advertisers, and others. In a consumer-driven society, it often feels like your television is observing your every move.

One popular recommendation to mitigate these privacy issues is to disconnect your smart TV from the internet and opt for an alternative streaming device, such as an Apple TV. This device is considerably more respectful of user privacy compared to standard smart TVs while still offering an easy-to-use interface compatible with all major streaming platforms.

However, it’s important to note that Apple isn’t completely hands-off when it comes to user data. Choosing an Apple TV comes at a cost—approximately $130 or more—which can accumulate quickly if there are multiple TVs in the household. Let’s analyze the privacy advantages of Apple TV compared to the built-in operating systems of smart TVs.

Absence of Automatic Content Recognition

Many have heard rumors that smartphones eavesdrop on conversations to tailor advertisements, but those claims are largely unfounded regarding mobile devices. Nevertheless, smart TVs operate on a somewhat similar premise.

Most smart TVs utilize a feature known as automatic content recognition (ACR), which keeps a continuous record of what you watch. This technology resembles music recognition apps like Shazam, but instead focuses on television programs, films, and video games. This system runs in the background, compiling a comprehensive list of your viewing habits, which then gets sold or shared with various entities. Alarmingly, this monitoring continues even while using an HDMI port, meaning behavior across platforms is tracked.

Data collection firms like Inscape and Samba openly promote the information they gather using ACR technology. Their systems are integral to nearly all TVs available today. In contrast, the Apple TV does not utilize ACR, ensuring that your viewing activities within applications remain private. This is one of the most compelling reasons to consider an Apple TV over traditional smart TV interfaces.

Data Collection by Apple

That said, Apple devices do collect some user data, albeit significantly less than many competitors. A detailed analysis from Ars Technica provides insight into the privacy features and drawbacks of an Apple TV, arguing that it remains one of the most private streaming options available.

Apple generally allows users considerable control over their information. During initial setup, the Apple TV will prompt you to decide whether to share analytics data with the company, allowing you to opt-out easily. You’ll also be asked about enabling location services and Siri. Should you enable Siri, voice data will be sent to Apple servers for processing. Following a class action lawsuit, Apple has altered its practices concerning data storage, ensuring that information is only retained with explicit user consent.

Moreover, Apple TV users can manage which information their installed applications can access, ranging from location data to Apple-stored media and HomeKit details—but only with permission. Controls for allowing or denying app tracking are much more robust compared to what is typically available on smart TVs.

The Apple TV app serves as the central hub for content consumption, aggregating options from various streaming services. It tracks viewing activity to provide personalized recommendations and ads within the app. Tracking can be disabled through settings, and while the app may share “non-personal” usage data with partners, this level of transparency is standard across streaming platforms.

In summary, the Apple TV device itself collects minimal information about user activities compared to the applications it houses.

Exploring Alternatives

For those concerned about any data collection, alternative devices might hold appeal. Setting up a computer or a Raspberry Pi with a privacy-focused Linux operating system could offer enhanced privacy while allowing streaming capabilities. Utilizing a privacy-centric browser for viewing content can slightly improve user privacy, but it does come with specific limitations.

The primary drawback involves control; navigating through such a setup often requires a mouse and keyboard. In the past, apps like Kodi provided workarounds, but many have become outdated. Essentially, if you’re seeking a singular, user-friendly device that connects seamlessly to your TV and provides straightforward access to popular streaming applications via remote control, the Apple TV stands out as the most privacy-conscious choice currently available.