MURA

Privacy

Last updated 20 September 2026

Mura does not require a separate account and does not show ads. Your chosen artworks, favourites and display settings stay on your devices or in your private iCloud connection. We collect limited usage, purchase, attribution and diagnostic data to understand and improve Mura. These records use a random installation identifier rather than your name or email; they are pseudonymous, not fully anonymous.

Who we are

Mura is published by Embova OÜ, Estonia. Mura is available on Apple TV and iPhone. Write to support@embova.com about anything on this page.

What stays on your device

Your favourites, the works you have chosen, brightness, motion and the other settings are stored on the device itself. Removing the app removes them. Nothing about which works you look at is sent to us.

Artwork and downloads

Some works are included in the app, and others, including audio assets, are downloaded from Apple’s content delivery network when needed and cached on your device. Apple processes these requests under its own privacy practices. Our usage events do not include artwork identifiers or a record of which works you viewed.

Your iPhone and your Apple TV

If you connect your iPhone to your Apple TV, the two devices talk to each other over your local network, and through your own iCloud account when you are away from home. That connection carries which work to show and settings such as brightness. It runs in your private iCloud database. Embova cannot read it. You choose on the TV which iPhones may control it, and you can remove them again there.

What we count

Mura records app openings, TV connections, sending art to a TV, saving a favourite, membership offers and purchase outcomes, and the total minutes art was displayed on a TV. Records include timestamps, the app version and platform, counts, product identifiers, short error codes and the configuration or experiment variant in use. Installation registration also includes the operating-system version and locale. Our own server in Germany stores these records for product analytics. The event service does not store your connection IP address, and no artwork identifiers are included.

The random installation identifier links events, attribution and diagnostic records from the same installation. It is not an advertising identifier or derived from hardware. It is stored locally, including in the device-only Keychain where available, so it may survive deleting and reinstalling the app. Deleting the app does not delete records already held on our server. iPhone and Apple TV have separate installation identifiers; we do not use pairing information to join their analytics histories.

Crash and performance reports

When Mura crashes or freezes on an iPhone or iPad, Apple’s own diagnostics (MetricKit) hand the app a report the next time it opens, and the app sends it to our server so we can fix the fault. A report says which part of Mura’s code was running, the device model, the iOS version and the version of Mura, together with the random installation identifier. It never contains what you typed, chose or looked at. On Apple TV, where Apple offers no such reports, Mura only notes whether a launch ended in a crash. Reports are deleted after 180 days.

Where an installation came from

On iPhone, Mura may request an Apple AdServices attribution token and send it to our server to learn whether an Apple Ads campaign led to an installation. We retain Apple’s attribution result, such as campaign, ad-group, ad and keyword identifiers, country or region, conversion type and click date, with the installation identifier. This measures acquisition alongside app usage and purchase outcomes. The token is removed when resolved or after its retry lifetime of up to 24 hours. Apple TV does not use this token. We do not access the IDFA, share these records with data brokers, or use them to target ads across other companies’ apps and websites.

Purchases

Memberships are sold by Apple through StoreKit. Apple handles payment details and billing under its own privacy policy; Mura does not receive payment-card details. The app checks signed subscription information, such as the plan and expiry, to determine access. Purchase events, including the product and outcome, are sent to our server with the installation identifier. The app also passes that identifier to StoreKit as an appAccountToken, which associates the purchase with the installation rather than a separate Mura account.

Children

Mura is not directed at children and does not knowingly collect personal data from them. Purchases go through Apple’s account and parental-approval systems.

Support

If you email us, we use what you send to answer you, and nothing else. Please do not send payment-card details.

For questions about access to or deletion of information held by Embova, contact support@embova.com. Because we do not collect your name or email through the app, we may need additional information to locate the relevant installation records. Do not send passwords or payment-card details.

Changes

Changes to this policy are published here with a new date.

Embova OÜ · support@embova.com