Apple has categorically denied allegations that it uses Siri voice assistant recordings to build marketing profiles or target users with advertisements. The company's statement comes on the heels of a $95 million lawsuit settlement over privacy issues, which had reignited rumors about ad targeting.

The lawsuit, which was settled last week, centered around Apple's practice of having human contractors review anonymized Siri recordings to improve the voice assistant's functionality. However, some of these recordings inadvertently captured sensitive user conversations, sparking concerns about privacy and data misuse. While the settlement addresses the issue of human contractors accessing sensitive information, it does not involve the sale of user data for marketing purposes.

Despite this, some plaintiffs in the lawsuit claimed that they had been served targeted ads after mentioning specific brand names, such as "Olive Garden" or "Air Jordans," in conversations with Siri. Apple's statement refutes these claims, stating that it "has never used Siri data to build marketing profiles, never made it available for advertising, and never sold it to anyone for any purpose."

The company also emphasized that it only retains audio recordings of Siri interactions when users explicitly opt-in to help improve the voice assistant, and even then, the recordings are solely used for that purpose. Users can easily opt-out at any time, Apple noted.

This is not the first time that tech giants have faced scrutiny over alleged misuse of user data for ad targeting. Facebook, for instance, has repeatedly denied similar claims, with CEO Mark Zuckerberg addressing the issue directly during a Congressional hearing in 2018. Google has also faced similar accusations, although the company has maintained that it does not use audio recordings for ad targeting.

So, why do users sometimes see targeted ads for products they've only discussed in private conversations? Experts point to other explanations, such as ad targeting networks tracking data from people logged onto the same network or who have spent time in the same locations. Additionally, data brokers collect detailed location tracking and other information from apps on users' phones, which can be used to build out profiles based on purchasing habits and other information.

As the tech industry continues to grapple with concerns around user privacy and data misuse, Apple's statement serves as a reminder that companies must be transparent about their data collection and use practices. While the lawsuit settlement and Apple's denial of ad targeting allegations may provide some closure, the ongoing debate around user data and privacy is far from over.

In the meantime, users can take steps to protect their privacy, such as opting out of data collection and being mindful of the apps they use and the data they share. As the tech industry continues to evolve, it is essential that companies prioritize user privacy and transparency to maintain trust and ensure that user data is protected.