• A new report is highlighting just how secure the Apple TV 4K is
• It says it’s the best for streaming privacy as Apple isn’t focused on selling ads

There is no shortage of streaming boxes or streaming sticks, but ever since the original Apple TV was unveiled, the Cupertino-based tech giant’s offering has always been decidedly premium. And beyond the easy integration with other Apple devices and the ability to live within the ecosystem, it’s also earned an accolade for being one of the best privacy-focused streaming boxes.

That is, according to a new report from the Public Interest Research Group (PIRG) who spoke with Ars Technica. It all comes back to the idea of many streaming boxes integrating advertisements directly into the experience. You’ll find that on Roku as well as on Amazon Fire TV devices, which in some cases have full banner ads. It’s also common for smart TVs, from the likes of LG and Samsung, as well.

The director of the Public Interest Research Group (PIRG), RJ Cross, told them, “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.” And it’s a good point, since this also limits the amount of tracking Apple might need to do on the device.

Yes, your recently watched list is available and can sync across devices, and content recommendations are also available. However, it’s not engaging ACR (or “automatic content recognition”) to track everything you’re doing on the device. This technology is primarily used to track viewing habits and what has been consumed on a TV, ultimately to build a profile. However, Apple has confirmed to Ars Technica that at this time or in the past, the streaming box has not used this technology.