Established: September 30, 2026 (Last updated: October 30, 2026)
Update of October 30, 2026: We added a description of the ad consent check and Google's consent form introduced in version 1.1 of the App (Sections 3-4 and 4) and a section for users in the European Economic Area (EEA), the UK and Switzerland (Section 7), and published this English version.
This policy sets out how PrimeWave Co., Ltd. (PrimeWave株式会社; “we”, “us” or “our”) handles information about users of its iOS app “Sunrise Alarm” (Japanese name: 日の出目覚まし; the “App”), and what information the App sends outside your device.
This is an English translation of the Japanese privacy policy (日本語版). If the two versions differ, the Japanese version prevails. The App's name on your device depends on your language; the names of buttons, tabs and screens on this page are the ones the App shows in English.
1. Basic principles
The App does not ask you to create an account or to enter your name, email address or similar information.
Information the App handles, such as your location, sleep data from Apple Health, recordings, bedtime and wake-up records and settings, is processed and stored on your device. We never receive this information.
During the first 14 days (the free trial) and while you subscribe to the Monthly Plan or the Annual Plan, the App shows no ads and does not communicate with ad providers.
Only if you choose “Continue Free with Ads” after the free trial ends does the App show ads from Google AdMob, a service of Google LLC. In that case, information is sent from your device to Google to serve and measure ads and to check ad consent (Sections 3 and 4).
We do not use Health data, sleep and recording records, location or settings for advertising or marketing, and we do not give them to ad providers. We never attach this information, keywords or any other App data to ad requests.
We do not use any analytics tools to analyze how the App is used.
2. Information the App handles on your device, and why
2-1. Location
If you allow location access (“While Using the App”), the App gets your current location. It also works with approximate location (with Precise Location turned off).
Location is used only to calculate sunrise and sunset times (alarm times, Bedtime Support notifications, the Solar Year tab, comparing your sleep with sunrise and sunset, the globe, and so on). All calculations happen on your device.
The App saves the last location it obtained (latitude and longitude) and when it obtained it on your device, and uses them when it cannot get your location or when it recalculates sunrise in the background.
We never send your location to us or to ad providers, and we do not use it for ads (for an ad provider estimating your approximate region from the IP address of the connection, see Section 3). However, when the initial setup (onboarding) shows a map of your current location, the App gets map data from Apple's map service (MapKit). Information sent to Apple at that time is handled under Apple's privacy policy.
2-2. Sleep data from Apple Health
Only if you allow it from the in-app button “Connect to Apple Health” (on the Sleep tab or the Solar Year tab), the App reads sleep data from Apple Health (records of the times you were asleep).
It is used only to show your sleep duration, bedtime and wake-up times, the gap from sunrise and similar information in the App.
The App never writes to Apple Health. The data it reads is handled only while the App is running, for display, and is not saved as files. It is not sent outside your device, not used for advertising or marketing, and not provided to any third party, including ad providers. It is also not used to decide how ads are shown or which ads are shown.
You can change or revoke this permission at any time in the Health app.
2-3. Microphone (recording snoring and sleep talk)
When “Record Snoring & Sleep Talk” on the Settings tab is on (it is on by default), the App uses the microphone only after you tap “Start” on the Alarm tab to start logging your bedtime (tapping “Start” sets the alarm and starts logging your bedtime at the same time; on the “No Alarm” page, it only starts logging your bedtime). The App asks for microphone permission the first time it records.
Sound from the microphone is analyzed on the spot, on your device, using Apple's built-in sound analysis (SoundAnalysis). Only the parts judged to be snoring or sleep talk (including the few seconds before, up to about 30 seconds each) are saved as audio files; all other sound is discarded without being saved. The App never saves a whole night of audio.
Recording stops automatically 30 minutes after your planned wake-up time (12 hours after bedtime on “No Alarm” nights). It also stops when you touch and hold “I'm Up”.
Recordings are stored only on your device. The latest 14 nights are kept, and recordings from older nights are deleted automatically. You can delete recordings in the App at any time.
Recording files are excluded from device backups (iCloud Backup and backups to a computer).
Recordings are never sent outside your device, including to us, and are not used for ads.
The voices of others in the same room (sleep talk, conversations and so on) may be recorded. Please use the recording feature with the understanding of anyone who shares the room with you.
2-4. Bedtime and wake-up records
When you use “Start” and “I'm Up”, the App records your bedtime and wake-up time, the time and type of the alarm set for that night, and which recordings belong to that night.
These records are used to show your sleep reviews (the Sleep Diary, the Sleep tab and the Solar Year tab).
They are stored on your device (up to about 10 years). They are included in device backups, so restoring from a backup carries them over to a new device. They are never sent to us and are not used for ads.
For roughly the most recent month, you can edit the times of, or delete, one night at a time from the “…” menu in the Sleep Diary (open it from the calendar on the Sleep tab, the “Month” chart or the recent nights). Older records cannot be deleted individually; they are deleted when you delete the App.
2-5. Music library
Only when you choose a song for your alarm sound does the App show a screen for choosing a song from your music library (it asks for access the first time).
The first 29 seconds of the song you choose are copied into the App as an alarm-sound file (the App also makes a copy with adjusted volume for “Gradually Louder”). The song title is saved so it can be shown in the settings. Choosing another song replaces the copy.
The App does not read information about any other songs or your playback history, and it does not send song information outside your device.
2-6. Alarms and notifications
Alarms ring by registering the wake-up time and alarm sound with the iOS alarm feature (AlarmKit).
Bedtime Support notifications (at sunset, 1 hour before bedtime and at bedtime; all off by default) are local notifications that are scheduled on your device only if you turn them on. No push notification server is used.
2-7. Settings
Settings such as your sleep goal, wake-up time adjustments, alarm sound, and whether notifications and recording are on or off are saved on your device.
2-8. Purchases and the free trial
Buying, renewing, canceling and restoring subscriptions are handled by Apple's App Store. We never receive your name, your Apple Account or payment information such as credit card details. The App checks on your device whether your subscription is active, through Apple's system (StoreKit).
The date and time your 14-day free trial started is saved on your device and in the device's keychain. The keychain value stays on the device even after you delete the App, and is used to determine your free trial if you reinstall it. Only the date and time are saved, with no information that identifies you. It is not synced through iCloud Keychain and is not sent to us. Note that this date and time is included in device backups.
2-9. On-device records used to show ads
On the free plan with ads, the App saves on your device the date and time you chose “Continue Free with Ads”, whether it has already asked for tracking permission, and the times full-screen ads were shown (to keep to the daily limit and the interval between ads).
In regions where consent to ads is required (Section 3-4), the choices you make in Google's consent form are saved on your device by Google's SDK and applied to ad requests.
None of these are sent to us. They are deleted when you delete the App. When you buy the Monthly Plan or the Annual Plan, the record of choosing “Continue Free with Ads” is cleared.
3. Ads (free plan with ads)
3-1. Who sees ads, and when
Ads are shown only to people who chose “Continue Free with Ads” after the free trial ended. During the free trial and while you subscribe to the Monthly Plan or the Annual Plan, the App neither loads nor shows ads. The ad software (SDK) is started only on the devices of people who chose the free plan with ads. Even on the free plan with ads, if you buy a plan from “Remove Ads (See Plans)” under “Plan” on the Settings tab, the App stops loading new ads and stops showing ads from that moment, and the SDK no longer starts from the next time you launch the App.
Full-screen ads (Google AdMob) may be shown after you touch and hold “I'm Up” in the morning (before the Sleep Diary opens) and when you switch to the Sleep tab or the Solar Year tab. They are shown up to 4 times a day, with intervals between them.
No ads are shown at night (from sunset to sunrise), or from the time you start logging your bedtime with “Start” until 3 hours after your planned wake-up time (the time of the alarm you set) (on “No Alarm” nights, until 15 hours after bedtime). However, on a morning when you press “I'm Up” before sunrise, ads may be shown even before sunrise. If you forget to press “I'm Up”, ads may be shown during the day once 3 hours have passed since your planned wake-up time (15 hours after bedtime on “No Alarm” nights). If you do not use location and the sunrise and sunset times are unknown, 6 PM to 6 AM is treated as night and no ads are shown. Ads never block the alarm screen or the actions that set or turn off the alarm, such as “Start” and “Turn Off”.
The content of ads is decided by each advertiser and ad provider and is not endorsed by us. We limit the content rating of Google ads to general audiences (G).
3-2. Google AdMob
The App uses Google AdMob (Google Mobile Ads SDK), an ad service provided by Google LLC, to serve full-screen ads.
When ads are loaded and shown, the following information is sent from your device to Google (based on Google's data disclosure):
IP address (may be used to estimate the general location of your device)
Device identifiers: the advertising identifier (IDFA) if you allow tracking, and app- or developer-scoped device identifiers that may be used whether or not you allow tracking
Advertising data (ads shown, ad taps and so on)
Product interaction information (app launches, ad taps, video views and so on)
Performance data (app launch time, hang rate, energy use and so on), other diagnostic data and crash logs
Information normally used in internet communication, such as your device model, OS version, language setting, the app's name and version, and network
Once, during the initial setup (onboarding) when you first launch the App, the App shows an explanation, “About Ads”, and then asks for tracking permission in the iOS prompt. Your choice is used only for the ads shown if you choose “Continue Free with Ads” after the free trial. During the free trial and after you buy a plan, the App shows no ads and does not run the ad software (SDK), so your choice is not used. If you have used an earlier version and have not been asked yet, you are asked after you choose “Continue Free with Ads”.
If you allow tracking: Google may use the advertising identifier (IDFA) to show ads tailored to you based on your activity in other companies' apps and websites.
If you do not allow tracking: the advertising identifier (IDFA) is not used. The number of ads shown and the features you can use do not change.
You can change your choice at any time in the iPhone Settings app under Privacy & Security > Tracking (Apple's explanation). Ad personalization for your Google Account can be set in My Ad Center.
3-4. Ad consent (EEA, UK, Switzerland and similar regions)
From version 1.1 of the App, on the devices of people who chose the free plan with ads, the App uses Google's User Messaging Platform (UMP SDK) each time it launches to ask Google whether consent to ads is required in the region where you are. During the free trial and while you subscribe to the Monthly Plan or the Annual Plan, the App does not make this check either.
In regions where Google requires users' consent to ads, such as the European Economic Area (EEA), the UK and Switzerland, the App shows Google's consent form before it loads any ads. This form is a consent management platform certified by Google and supports IAB Europe's Transparency and Consent Framework (TCF). The purposes and ad partners (vendors) shown in the form are determined by Google and by our AdMob settings. The App loads ads only if Google determines that ads can be requested.
The choices you make in the consent form are saved on your device by Google's SDK and applied to ad requests. Consent is optional. Even if you do not consent, you can use all of the App's features (Google may show ads that are not tailored to you or ads with limited features, or may show no ads).
In regions where consent is required, you can reopen the consent form at any time from “Ad Privacy Options” under “Plan” on the Settings tab to change your choices or withdraw your consent (Section 7). This button appears only in regions where consent is required, and only while you are on the free plan with ads.
When the App makes this check and shows the consent form, the following is sent from your device to Google: your IP address (used to determine the region where you are), information normally used in internet communication such as your device model, OS version, language setting and the app's name and version, your interactions with the consent form, and performance data. According to what Google discloses about this SDK, this information is not linked to you and is used for the consent function.
Tracking permission (Section 3-3) is a separate iOS setting. Changing one does not change the other.
3-5. Reporting ads
If you see an inappropriate or concerning ad, tap “Report or Ask About Ads” under “Plan” on the Settings tab. A draft email to us (info@primewave.co.jp) opens in your mail app.
The draft includes the versions of the App and iOS. You decide whether to send it; the App never sends it automatically.
We use the reports we receive to review our ad-serving settings and to report to ad providers.
4. Information sent outside your device (disclosure under Article 27-12 of Japan's Telecommunications Business Act)
In the following cases, information is sent from your device to the following recipients. None of it includes Health data, sleep and recording records, or location obtained by the App.
Recipient
Information sent
Purpose
When it is sent
Details and opting out
Google LLC and its affiliates (Google AdMob, User Messaging Platform)
IP address; information about the communication, such as device, OS and network; app- or developer-scoped device identifiers; the advertising identifier (IDFA; only if you allow tracking); ad events such as impressions and taps; app interaction, performance and diagnostic information; your interactions with the ad consent form and the choices you make in it (regions where consent is required)
Us: keeping the App free through ad revenue Google: delivering ads and other information (including selecting ads, measuring their effectiveness, preventing fraud and improving its services); determining whether consent to ads is required in your region and showing the consent form
While you have chosen “Continue Free with Ads”: when the App launches (ad consent check; version 1.1 or later) and when ads are loaded and shown
When you buy the Monthly Plan or the Annual Plan, the App stops loading and showing ads from that moment. If Google's ad software (SDK) had already started before your purchase, it may keep running until you quit the App, but it does not start from the next time you launch the App. In addition, purchases and checks of your subscription status (StoreKit) are handled by Apple as part of iOS.
5. Information sent to us, and provision to third parties
The App never communicates with our servers. The only information we receive directly from users is reports and inquiries sent by email. In addition, we receive, as aggregates that do not identify individual users, figures such as ad impressions and revenue from Google (Section 3-2), and the diagnostic information described below and aggregated App Store sales and usage figures from Apple. Information such as your sleep, Health data, recordings and location never reaches us.
Because we do not hold the information handled in the App, we never provide it to third parties. Information sent to the ad provider (Google) is as described in Sections 3 and 4 and is handled under Google's privacy policy.
If you have turned on “Share With App Developers” in your iPhone settings, Apple may provide us with diagnostic information such as crash reports for the App. Apple states that it provides this information in a form that does not identify individual users. We use it only to fix bugs in the App.
6. Deleting data
Recordings: you can delete them one by one, or all at once, from “Listen” on the Sleep tab.
Bedtime and wake-up records: for roughly the most recent month, you can delete one night at a time with “Delete This Record” in the Sleep Diary's “…” menu. To delete everything, including older records, delete the App.
After the free trial ends, only the screen for that choice can be opened until you buy a plan or choose “Continue Free with Ads”, so you cannot delete recordings or records in the ways above. Once you choose either one (or your subscription becomes active through “Restore Purchases”), you can delete them again. If you want to delete them without choosing, delete the App (all of its data on the device, including recordings and bedtime and wake-up records, is deleted; only the date and time the free trial started remains in the keychain).
When you delete the App, all of its data on the device is deleted, such as settings, the saved location, bedtime and wake-up records, recordings, imported songs and the records used to show ads (including the choices you made in the ad consent form).
Only the date and time the free trial started remains in the device's keychain after you delete the App. This date and time is also included in device backups (iCloud Backup and backups to a computer), including backups made after you delete the App. To remove it from the device, you need to use “Erase All Content and Settings”, but if you then restore the same device from a backup, it comes back (if you restore from an encrypted backup on a computer, it is also carried over to a new device).
Device backups made before you delete the App contain the data at that time (except recordings). You can manage backups in your iPhone settings or on your computer.
Health data is managed by the Health app, so it is not deleted when you delete the App.
You can change location, microphone, Media & Apple Music, notification and tracking permissions at any time in your iPhone settings, and Health permissions in the Health app. In regions where consent to ads is required, you can change or withdraw your ad consent at any time from “Ad Privacy Options” under “Plan” on the Settings tab.
Because we do not hold the information handled in the App, we cannot disclose or delete it ourselves. Please delete it on your device in the ways described above.
7. For users in the European Economic Area (EEA), the UK and Switzerland
This section is for users in the European Economic Area (EEA), the UK and Switzerland, and explains matters related to the laws that apply there, such as the EU General Data Protection Regulation (GDPR), the UK GDPR and the Swiss Federal Act on Data Protection.
7-1. Information we receive
As described in Sections 1 and 5, we do not receive the information handled in the App, such as your sleep, Health data, recordings, bedtime and wake-up records or location. This information is processed and stored only on your device.
The only personal data we receive directly from users is reports and inquiries sent to us by email (your email address and the content), which we use only to reply and respond (Section 8).
7-2. Ad consent and legal basis
In these regions, if you chose the free plan with ads, the App shows Google's consent form before it loads any ads (Section 3-4). Processing for ads by Google and its ad partners, such as storing and accessing information on your device and processing personal data for ads tailored to you, is based on the consent you give in this form (Article 6(1)(a) of the GDPR and the UK GDPR). Where some purposes or partners shown in the form rely on legitimate interests, you can object to that processing in the same form.
Consent is optional. Even if you do not consent, you can use all of the App's features. If you buy the Monthly Plan or the Annual Plan, no ads are shown.
You can change your choices and withdraw your consent at any time from “Ad Privacy Options” under “Plan” on the Settings tab. Withdrawing consent does not affect the lawfulness of processing based on consent before its withdrawal.
7-3. Your rights
Under the applicable laws, you have the right to request access to, rectification of and erasure of your personal data, restriction of its processing, and data portability, and the right to object to its processing. You also have the right to withdraw consent at any time and the right to lodge a complaint with a supervisory authority.
Information on your device: we do not hold it, so you can view and delete it yourself on your device (Section 6). For roughly the most recent month, you can correct the bedtime and wake-up times of a night with “Edit Times” in the Sleep Diary's “…” menu.
Information sent to the ad provider (Google): it is managed by Google. Please use the consent form (“Ad Privacy Options”), the Google Privacy Policy and My Ad Center.
Emails we have received: please contact us at the address in Section 10 (info@primewave.co.jp). We will respond in accordance with the applicable laws.
If you send us an inquiry or an ad report by email, we use your email address and the content only to reply and respond, and we handle them in accordance with the PrimeWave Co., Ltd. Privacy Policy (in Japanese).
9. Changes to this policy
We may change this policy to reflect changes in laws or in the App's features. If we do, we will update this page and revise the “Last updated” date. If we make an important change, such as a change in the types of information handled or the recipients of information sent, we will announce it clearly on this page.
September 30, 2026: Established
October 11, 2026: Changed the App's Japanese name from “ヒノデ 日の出アラーム” to “日の出目覚まし”, and aligned the description of the content rating for Google ads with the actual setting (general audiences, G)
October 15, 2026: Revised the descriptions to match changes to the buttons (the “Good Night” button was removed so that bedtime logging always starts with “Start”, and “Start” changed from touch and hold to tap). No change to the information handled or the recipients
October 23, 2026: Changed when tracking permission is requested to the initial setup at first launch. No change to the information handled or the recipients
October 30, 2026: Added Section 3-4 about the ad consent check (Google's User Messaging Platform) and the consent form introduced in version 1.1, and reflected it in the table of information sent outside your device (Section 4), the on-device records (Section 2-9) and deleting data (Section 6). Added a section for users in the EEA, the UK and Switzerland (Section 7) and renumbered the following sections accordingly. Published this English version
10. Company and contact
PrimeWave Co., Ltd. (PrimeWave株式会社)
Nihonbashi Mizuno Building 7F, 1-11-12 Nihonbashi Muromachi, Chuo-ku, Tokyo 103-0022, Japan 〒103-0022 東京都中央区日本橋室町1丁目11番12号 日本橋水野ビル7階
Email: info@primewave.co.jp