The tech firm has admitted that it's started keeping tabs on the number of phone calls and emails sent and received from iPhones and Apple TVs.
The overarching ambition behind the move is to establish a gauge of each consumer's trustworthiness.
The move will allow the American company to keep track of fake reviews, as well as spam App Store accounts.
"The submissions are designed so Apple cannot learn the real values on your device. The scores are stored for a fixed time on our servers."
Earlier this week, meanwhile, a feminist campaigner criticised Apple for making iPhones that are too big for the average female hand.
Caroline Criado Perez - who played an important role in Jane Austen's image appearing on the British £10 note - revealed she developed repetitive strain injury from using an iPhone that was too big for her hand.
She said: "I genuinely have repetitive strain injury (RSI) from having an iPhone 6, and it went as soon as I switched to an iPhone SE.
"It genuinely does affect women's hand health. Women do buy more iPhones than men, it just baffles me that Apple doesn't design with our bodies in mind."