Across West Asia and North Africa (WANA), mounting concerns about digital surveillance have intensified scrutiny on software developed by Israeli-founded firms. One of the most alarming examples is AppCloud, a pre-installed application on Samsung’s A and M series smartphones that operates at the system level, making it almost impossible for users to remove without root access. Its privacy policy is not available online, and there is no consistent way for users to opt out. This lack of transparency combined with its compulsory presence has raised widespread alarm about the scope of its data collection practices.
Investigations show that AppCloud is tied to ironSource, an Israeli-founded company now owned by Unity. ironSource has a long history of controversial practices around user consent and data privacy. Its notorious “Install Core” program, marketed as a third-party installer and adtech platform, was found to install programs without permission, bypassing user validation processes and even security checks, according to MalwareBytes and Sophos. This track record has prompted severe criticism from cybersecurity experts, app developers, and digital rights advocates. Unity game developers even issued a collective ultimatum to the company over its use of ironSource’s adware-like technologies, particularly those embedded in mobile apps and games. ironSource has also been part of class action settlements over tracking and targeting children for predatory purchases, further amplifying concerns about its data collection methods.
For Samsung users in WANA, the implications are serious. AppCloud silently harvests user data and its links to an Israeli firm raise legal and ethical issues in a region where Israeli companies are barred from operating in several countries. Samsung nevertheless continues to ship its devices with AppCloud preinstalled, offering no clear explanation of what data is being collected or how it is used. AppCloud does not appear as a typical app in the device’s interface but rather runs in the background, making its terms of service practically inaccessible. This lack of visibility and control has become particularly concerning given Samsung’s strong presence in the region, with a reported 28% market share according to Canalys.
Digital rights organizations like SMEX note that many Android device makers ship customized versions of the operating system that include non-essential software known as “bloatware.” Such software is often hard to remove without flashing the device or voiding the warranty, which leaves users little recourse if they wish to avoid unwanted data collection. In AppCloud’s case, ironSource’s name does not appear on the Samsung website, and the app is not listed publicly, leaving no copy of its privacy policy or terms of service available to consumers. The application reportedly collects sensitive information such as biometric data and IP addresses without a clear opt-out process, creating a significant data privacy risk for users who may not even be aware of its presence.
Legal experts point out that the practice may breach data protection laws in multiple WANA countries, including Egypt, UAE and Saudi Arabia, which all require explicit user consent and transparency in data handling. Israeli companies are also legally prohibited from engaging with citizens in many of these countries under boycott laws such as Lebanon’s Anti-Israel Boycott Law of 1955. Despite these prohibitions, AppCloud remains embedded in Samsung’s M and A series devices across the region. While users can try to disable AppCloud through their settings, this does not uninstall the application, and some report it reactivates after system updates. Fully removing AppCloud requires rooting the phone, which voids the device warranty.
This situation highlights an urgent need for Samsung to clarify the terms of AppCloud, disclose its data practices, and provide users with a meaningful opt-out option. Without such measures, millions of users in WANA remain exposed to intrusive data collection by a company with a history of invasive software practices.
Follow the SPIN IDG WhatsApp Channel for updates across the Smart Pakistan Insights Network covering all of Pakistan’s technology ecosystem.
