Apple thinks "personal" does not cover "unique device identifiers" such as serial number, cookie number, or IP address, so they use these where allowed by law. "We may collect, use, transfer, and disclose non-personal information for any purpose. The following are some examples of non-personal information that we collect ... unique device identifier... We treat information collected by cookies and other technologies as non‑personal information. However, to the extent that Internet Protocol (IP) addresses or similar identifiers are considered personal information by local law, we also treat these identifiers as personal information."