Apple’s Enhanced Visual Search raises privacy concern for iPhones, Macs running on iOS 18, macOS 15

Apple’s reputation for prioritising privacy has come under the spotlight following revelations about its latest software features. A developer recently highlighted that iPhones running iOS 18 and Macs with macOS Sequoia include a default setting called Enhanced Visual Search, which automatically shares photo data with Apple. 

While designed to enhance user experience, the feature raises questions about how much control users truly have over their personal information.

What enhanced visual search does

The Enhanced Visual Search feature scans photos to identify landmarks and provides additional contextual details. It operates in two steps: first, an on-device algorithm identifies regions of interest (ROIs) in an image, such as a landmark. Then, a vector embedding — a kind of digital summary of the image — is created and sent to Apple’s servers, where it’s matched against a database to generate insights.

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Apple doesn’t directly access users’ full photos, but the process requires all images to be scanned on-device and some data to be shared. While Apple claims this data is anonymised, the automatic activation of the feature without user consent has sparked concerns about transparency.

How to disable the feature

For those who value privacy over functionality, the feature can be turned off manually.

On iPhone:

On Mac:

Disabling the feature ensures your photos won’t be processed for additional insights or shared with Apple’s servers.

A hit to Apple’s privacy claims

Apple has long championed its commitment to user privacy, famously launching a campaign titled “Privacy. That’s Apple” in 2019. However, this discovery seems to contradict those promises, particularly since the feature is enabled by default. The lack of upfront communication about what Enhanced Visual Search entails has left some users questioning whether Apple’s privacy-first approach is as robust as advertised.

Developer Jeff Johnson brought the issue to light in a blog post, prompting widespread discussion about the implications. While Apple hasn’t yet responded publicly, the incident highlights the ongoing tension between convenience-driven features and user data security.

Balancing innovation and privacy

Enhanced Visual Search is undeniably useful, offering insights into landmarks captured in photos. But its automatic activation and data-sharing practices underline the need for clearer communication and more transparent privacy controls. Users who prioritise privacy should take proactive steps to review and manage their settings.

This situation also serves as a reminder that even companies with strong privacy credentials must continually earn consumer trust by ensuring that innovation doesn’t come at the expense of user control.