Privacy Policy
Apex Motion ("we", "us") provides an app for iPhone and Android that analyzes basketball shooting mechanics from video you record. This policy explains what data the app handles, what leaves your device, what never does, and the controls you have. We built Apex Motion to need as little of your data as possible — and this policy is written to be read. Where it names a setting under Settings → Privacy, on Android that setting is in the PRIVACY section of the YOU tab.
1. The short version
Your shot videos are never stored on our servers. They are held only while the analysis runs, and deleted the moment it completes.
AI coaching only with your permission. The written coaching in your reports is produced by our AI provider (currently Google). Before your first shot assessment we ask your permission to send it your shot measurements, height and shooting hand. Never your name, age, email or video.
We don't sell your data, and we don't use it for advertising. No ad networks, no trackers, no data brokers.
Using your motion data to train our models is strictly opt-in. We do store the motion data from every analysis — that is what lets your reports follow you to a new phone — but we only learn from it if you say yes, and you can delete all of it at any time.
App usage analytics are on by default and can be switched off in Settings → Privacy. They are first-party only: no ad networks, no third-party analytics service, no sale of data.
2. Camera and video (biometric processing disclosure)
Apex Motion's core feature requires your camera. When you record or upload a shot for analysis:
- What is processed: your video is sent securely to our servers, where it is analysed to work out the positions of your joints across the frames of your shot ("motion data"). These positions describe how your body moves; they are not used for, and are not usable for, identifying you.
- Ephemeral by design: the video is held only temporarily on the analysis server while it is analysed, and deleted as soon as the analysis finishes. It is never written to long-term storage on our servers.
- What comes back: the results — your motion data, measurements, score and coaching feedback — are returned to your device and kept there.
Coaching feedback: to write your coaching, the measurements from your analysis are sent to our AI provider, with your permission. Your video is never sent. See Section 6.
Face data: Apex Motion does not analyse or identify faces, and the app does not use Face ID, face tracking or depth data. The body skeleton we store includes reference points at the nose, eyes and ears, which mark where your head is. The nose also serves as the top of your body height when we scale measurements and detect shots. These points are never used to analyse or recognise a face. Any other facial points our pose model estimates while locating you in the frame are discarded immediately and never stored. The head points are stored and deleted with the rest of your motion data (Section 5), and none of them is sent to our AI provider.
3. Data we collect
Account data (optional until you sign up)
You can run your first assessments without an account. If you create one, we collect your email address and the profile details you choose to provide (such as display name, height, and shooting hand) to power your analysis and sync. Accounts require passing a neutral age gate at signup.
Shot analysis data
Your shot sessions, scores, measurements, and drill completions are stored on your device and, when you are signed in, synced to your account so your history survives reinstalls and device changes.
Purchase data
Subscriptions are processed entirely by the store you buy them from: Apple's App Store on iPhone, or Google Play on Android. We receive subscription status (not your payment details) to unlock Premium features on your account. We never see your card number or billing information.
What we do not collect
- No advertising identifiers, no cross-app tracking (no tracking prompt on iPhone and no advertising ID on Android, because we never track).
- No contacts, location, or health data.
- No stored copies of your videos on our servers.
- No face recognition or facial analysis (see Section 2).
App permissions
- Camera: to record the shots the app measures.
- Photos (iPhone, add only): to save your shot videos and results cards to Photos when you choose to, and your replays automatically if you turn that on. Android saves to your gallery without a permission.
- Notifications (optional): for training reminders, which are scheduled on your device.
A profile picture you choose stays on your device.
4. App usage analytics
To understand which parts of Apex Motion actually help people shoot better, we record how the app is used. This is first-party only — the data goes to our own servers, not to an advertising network or a third-party analytics service, and we never sell it.
What we collect
- Usage events — which features you use, the steps you complete, how long they take, and the type of any error you hit. Events carry no text you have written.
- Basic technical context — device model, operating system version and app version, used to reproduce bugs.
- A broad region indicator — not your location and not your IP address.
- A random identifier for your app install — generated on your device and not derived from you or your device.
- Your account identifier, while you are signed in — see below.
Linked to your account while you are signed in
When you are signed in, usage events are associated with your account, which is what lets us see whether a change actually helped over time rather than guessing from disconnected sessions. While you are signed out, events carry only the random install identifier and are not associated with any account. If you delete your account, the account link on your past events is removed.
Why we collect it
Product improvement only: finding where people get stuck, which coaching actually gets used, and what breaks. Not advertising, not profiling, not resale.
Your control
Usage analytics are on by default and you can switch them off at any time in Settings → Privacy → Share Usage Analytics. Switching them off takes effect immediately and thoroughly: we stop recording, any events still waiting on your device are deleted before they are ever sent, and the random install identifier is destroyed. If you later switch analytics back on, a fresh identifier is generated, so activity after the gap can never be joined to activity before it.
How long we keep it
Usage events are kept for up to 18 months and then deleted.
5. Motion data: what we store, and what you choose
These are two separate things, and it matters which is which.
What we store (every analysis)
Each time you run a shot analysis we store the motion data derived from your recording and the resulting measurements, scores and coaching feedback. We do this for every analysis, whether or not you opt in to training — it is your own data, and it is what lets your full reports reappear when you sign in on a new phone. We never store your video.
What you're choosing (training use)
The opt-in question is not whether we store this data — it is whether we may learn from it. If you opt in, your stored analyses may be used to evaluate and improve Apex Motion's scoring and coaching, together with a coarse height range and your shooting hand. Each analysis permanently carries the answer that was true when it was recorded, and we do not train on analyses that are not marked as available.
Because of that, withdrawing consent works forward: switching the toggle off stops us learning from anything recorded afterwards, and does not retroactively un-learn from what came before. Erasure is the separate, retroactive control — see "Your controls" below.
Identifiers
Stored analyses sit under a random identifier generated on your device, not derived from you or your device. When you sign in, that identifier is linked to your account, so that your data can follow you across devices and so that deleting your account reliably deletes all of it. While you are signed out it remains unlinked. If you erase your stored data or reinstall the app, a new identifier is created.
Purpose & legal basis
Storing your analyses is necessary to provide the service you asked for (GDPR art. 6(1)(b)); using them to train our models rests on your consent (art. 6(1)(a)). We never use them for advertising, never sell them, and never share them except with the infrastructure providers who process data on our behalf (see Section 7).
Your controls
Settings → Privacy in the app lets you (1) stop future training use at any time, and (2) permanently erase everything we have stored for you. Erasure reaches every identifier linked to your account, runs against our storage immediately, and is confirmed in-app. Deleting your account erases it all as well.
6. AI coaching
The written coaching in your reports (what to fix and why) is produced by a large language model run by our AI provider, currently Google (the Gemini API).
What we send
For each shot assessment, the measurements from your analysis (joint angles, movement speed and timing), your height and your shooting hand, and the language your app is set to.
What we never send
Your name, age, email, account identifier, video, or any image.
Your permission
Before your first shot assessment, the app explains this and asks for your permission. Shot assessments can't run without it, and nothing is sent until you agree. You can withdraw it at any time in Settings → Privacy → Allow Data Sharing with AI Provider for Shot Assessment. We then stop sending data, and the app asks again before your next shot assessment. We record your answer and the version of this notice it applies to.
How it is protected
Google processes this data only to produce our coaching, as our data processor under its data-processing terms. It does not use it to improve its products or train its models. It keeps it only for a limited period, solely to detect and prevent misuse of its service. That is the same standard of protection this policy promises you.
If we change provider
We will update this section and ask for your permission again before sending anything to the new provider.
7. Service providers
We use a small number of infrastructure providers who process data only on our behalf, under contract and on our instructions. They are:
- a cloud compute provider, which runs the video analysis;
- a cloud database and authentication provider, which holds your account, your synced app data, and the usage analytics in Section 4;
- a cloud storage and network provider, which holds the motion data in Section 5 and serves this website;
- an AI provider, currently Google, which writes your coaching feedback from your shot measurements (Section 6);
- an email delivery provider, used only for account emails such as confirmation, sign-in and password-reset messages;
- Apple and Google, for app distribution (the App Store and Google Play) and subscription billing.
These providers are located in the United States, and where required such transfers rely on standard contractual clauses. We do not sell your data or share it with anyone for their own purposes. If you would like the identity of a specific provider, contact us and we will tell you.
8. Retention
- Videos: never retained — deleted immediately after inference.
- Account and synced data: kept while your account is active; deleted when you delete your account.
- Motion data (Section 5): kept while your account is active so your reports remain available to you, and erased immediately upon your in-app erasure request or when you delete your account.
- Usage analytics (Section 4): kept for up to 18 months, then deleted.
- Data sent to our AI provider (Section 6): used only to write your coaching. The provider keeps it only for a limited period to prevent misuse of its service.
9. Your rights
Depending on where you live, you may have rights to access, correct, delete, or export your personal data, to withdraw consent, and to lodge a complaint with a supervisory authority. You can exercise the most important ones directly in the app (Settings → Privacy), or contact us at [email protected] for anything else.
10. Children
Account signup includes a neutral age gate. Where a stated profile age is under 16, training use is switched off: no opt-in is offered, and every analysis is permanently marked as not available for training. We do not train our models on analyses carrying that mark. Their analyses are still stored so that their own reports follow them to a new device; refusing that would penalise the very people the rule protects. Apex Motion does not knowingly use children's data to train its models.
11. Changes to this policy
If we make material changes, we will update this page and note the new effective date above. Significant changes affecting how your data is handled will also be surfaced in the app.
12. Contact
Privacy questions or requests: [email protected]