Apple‘s most recent update to iOS 18 has sparked privacy concerns, as it appears to share users’ photo data with the company automatically.
This function, known as Enhanced Visual Search, was announced on December 28, 2024. While it recognises landmarks in images, it automatically transmits encrypted data to Apple’s servers without the user’s permission.
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Privacy under scrutiny
Jeff Johnson, a developer and researcher, brought this issue to light in his blog, stating that the Enhanced Visual Search feature is enabled automatically on iPhones and Macs running the latest software.
This functionality allows users to search for images by landmark names but requires data to be shared with Apple’s servers.
Unlike the previous Visual Look Up feature, which operated entirely on-device, Enhanced Visual Search sends “vector embeddings” of image characteristics for analysis.
Apple boasts of its privacy protocols across products and services. The company even launched a campaign in 2019 titled ‘Privacy.
That’s Apple. This automatic data sharing raises questions about the company’s commitment to safeguarding user information.
Users have reported finding the setting enabled on their devices without their knowledge, prompting concerns about how much control they have over their data.
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How to turn off enhanced visual search
For those concerned about privacy implications, turning off this feature is straightforward. Users can navigate to Settings > Apps > Photos on their iPhone or Mac and turn off the Enhanced Visual Search option.
This action will prevent any further data sharing with Apple regarding photo content.
While Apple has implemented encryption and other privacy measures, this feature’s default nature contrasts sharply with its usual practices, which require explicit opt-in for data collection.
As users become increasingly aware of their digital footprint, this move by Apple may lead to a reevaluation of trust in the company’s privacy policies.