Legal

Tag Privacy

Last updated · October 2, 2026

A notebook that goes on stage with you.

Overview

This privacy policy describes how Tag, an app made by Apex Made, LLC, handles information you provide while using it. It applies only to Tag; other Apex Made apps each have their own policy.

What we collect

Your notebook (premises, bits, tags, sets, ratings, transcripts and your gig log) is stored on your device and in your private iCloud database. Apex Made cannot see it.
Only if you turn the coach on and ask it for something: the text that request needs is sent to our server and passed to Anthropic. The coach section below lists exactly what each request sends. Our server does not store the text.
For each coach request, our server logs the kind of request, the room it was set for, the model, how many tokens it used, how long it took and whether it succeeded. To keep anyone from running up thousands of requests, it counts requests by a one-way, salted hash of your IP address (it can't be turned back into the address) and keeps that count for a day.
Nothing else. No account, no ads, no analytics, no tracking and no third-party SDKs.

Third parties

Anthropic, PBC — provides Claude, the model behind the optional coach. When you ask the coach for something, the text of that request is sent to Anthropic via our server. Under its commercial terms Anthropic does not train on API data and deletes inputs and outputs within 30 days, except that requests flagged for violating its usage policy can be kept for up to two years. See Anthropic's privacy policy at https://www.anthropic.com/legal/privacy.
Cloudflare, Inc. — hosts the server that forwards coach requests and holds our Anthropic API key. Cloudflare keeps its own standard request logs. See Cloudflare's privacy policy at https://www.cloudflare.com/privacypolicy.

iCloud sync

Your notebook syncs through your own private iCloud database using Apple's CloudKit, so it's on every device signed in to your Apple Account. Apex Made cannot see it. Recordings of your sets and your voice memos never sync; they stay on the device that made them. What Tag drew from them (when the laughs came, the transcript) syncs with the rest of your notebook.

The coach

The coach is optional. You choose how it works when you first open Tag (off, notes in the margin, or writing partner) and can change it any time in Settings. With the coach off, Tag never contacts our server, and nothing you write leaves your device except to your own iCloud.

The coach never changes your words by itself. Every suggestion waits for you to accept it. It runs only when you ask, and only in the modes you've turned on. When you ask, Tag sends:

The red pen: the bit's lines as you wrote them, its format, how clean it is (clean, PG-13 or blue) and the premise it hangs on. Asking for options on one line sends the same, plus which line.
Reading the tape: the premise, the bit and its tags, the transcript of that bit, and how you rated it that night.
Rewriting a bit (writing partner only): the setup and punchline, the format and the room it's for.
Pitching angles and riffing (writing partner only): the premise and the room; for pitching, which kinds of angles have worked for you on stage; for a riff, the punchlines you already have for that kind of angle.

On your device only

Recordings of your sets. They are not uploaded or synced.
Counting laughs, which uses Apple's built-in sound classifier, and timing them against the punch word.
Dictation, transcripts and voice memos, which use Apple's on-device speech recognition. If your device can't recognize your language on the device, Tag doesn't offer these features rather than send audio anywhere.
Craft checks, set checks and the set builder. They never contact a server, whatever the coach is set to.
Your settings, such as the coach mode and where you are in comedy.
The Live Activity on your Lock Screen and in the Dynamic Island while a set is on. It's drawn by your iPhone; nothing about it goes to a server.

Purchases

Tag Plus is sold through the App Store. Apple handles the payment; Apex Made never sees your payment details, name or Apple Account. The app asks the App Store whether your Apple Account holds Tag Plus and remembers the answer on your device. If Plus ends, nothing you wrote, taped or logged is locked.

Apple Watch

The Watch app sends premises you say into it straight to your iPhone, and your iPhone sends your sets' running orders, and the set that's on stage, to the Watch over Apple's Watch Connectivity. The Watch schedules its own taps a minute before the light and at the light. Nothing goes through a server.

Siri & Shortcuts

"Tag this in Tag" and Shortcuts create a premise on your device under Apple's terms. Apex Made does not receive them.

Widgets

The Lock Screen and Home Screen widget and the Control Center button open a new premise in Tag. They show nothing from your notebook.

Notifications

The weekly reminder about a premise you haven't touched, and the light's alerts on stage, are scheduled on your devices. Nothing is sent to a server.

Sharing

What you share into Tag from another app (text, a link, a voice memo) waits on your device until Tag opens and files it. Cards, PDFs and exports are made on your device and go only where you send them from the share sheet.

Notes

We do not require an account. The app authenticates to our server with a shared secret built into the app, not a user identifier.

Data retention & deletion

Your notebook stays on your devices and in your iCloud until you delete it. To remove everything Tag keeps in iCloud, open the Settings app, tap your name, then iCloud, and manage the storage for Tag. Export the whole notebook any time from Settings or the Library. Our server keeps no copy of what you send the coach. To ask about any data we may hold, email hello@apexmade.ai.

Children’s privacy

Tag is not directed at children under 13 and we do not knowingly collect personal information from children.

Changes

If we make material changes to this policy we’ll update the date above and, where appropriate, notify you in-app.

Contact

Privacy questions: hello@apexmade.ai