Magic by Lexi

Lexi, Inc. (“we”, “us”) builds Magic, a local-first writing app for iPhone and Android. This policy explains what information Magic processes, what stays on your device, and what limited analytics we may collect when you choose to share it.

Summary

Your writing stays on your device. We do not receive your notes, rewritten text, or audio transcripts for cloud processing.
Magic does not require an account.
On Android, Google’s on-device AI and translation tools send Google limited diagnostic data, such as error codes and the languages used. Never your writing.
Anonymous usage analytics are optional and can be turned off in Settings. They are never linked to your identity unless you explicitly opt in to the Magicians, our beta testing circle.
We do not use your data for advertising and do not sell personal information.

Information stored on your device

Magic stores your threads, cards, and preferences locally on your phone using on-device storage. Rewriting runs on your device: Apple Intelligence on iPhone, and Gemini Nano, Google’s on-device model, on supported Android phones. Translation also runs on your device. Each language downloads once from Apple or Google, then works offline. Your writing is not uploaded to our servers for rewriting or translation.

Google’s tools on Android. On Android, Rewrite and Translate use Google’s ML Kit. ML Kit processes your text on your phone, but it sends Google its own diagnostics and usage data: device and app information, performance metrics, error codes, the size of what was processed (not its content), the languages configured or detected, and an identifier for the installation. Google uses this to run and improve ML Kit, encrypts it in transit, and does not pass it to third parties. This is separate from our own analytics below, and the Share Anonymous Usage Data switch does not control it. See Google’s ML Kit data disclosure.

On iPhone, Magic can add your thread titles to Spotlight so you can find a past conversation from search. That index stays on your iPhone, and you can turn it off in Settings → Data Controls.

Incognito mode. While Incognito mode is on, your threads are kept in memory only. Nothing is written to your phone, backed up, or indexed, and it is gone when you turn Incognito mode off. Turning it off may ask for Face ID, your fingerprint or your passcode. That check is handled by your phone’s operating system, and Magic never receives your biometric data.

Backups (optional, off by default)

If you turn on Keep in iCloud (iPhone) or Back up with Google (Android) in Settings → Data Controls, a copy of your threads, cards and theme is backed up to your own iCloud or Google account, using Apple’s or Google’s backup service. We never receive this copy. Turning the switch off stops new backups; a copy already in your account stays there until you remove it from your account. Backups never run while Incognito mode is on.

If you use Export, Magic creates an archive file of your threads and sends it wherever you choose. We do not receive it.

Microphone and camera

On iPhone, if you use dictation, Magic requests microphone access so speech can be converted to text on your device. On Android, dictation is provided by your keyboard, and Magic does not request the microphone. We do not collect or store audio recordings on our servers.

If you use Colour Capture, Magic picks a colour from the camera or from a photo you choose. It asks for camera access, and on iPhone access to your photos so it can show recent ones; on Android, photos come through the system photo picker. Images are processed on your device and never uploaded.

Optional anonymous usage analytics

Share Anonymous Usage Data is on by default and can be turned off at any time in Settings → Data Controls. While it is on, Magic sends limited, content-free events to PostHog (EU-hosted at eu.i.posthog.com). These events help us understand whether features work, whether people return, and where the app crashes. This switch controls our analytics only. It does not control the Google diagnostics described above.

Analytics use an anonymous, app-generated identifier for your device. We do not create accounts or user profiles, and we do not link analytics to your name, email, or any real-world identity — unless you explicitly opt in to the Magicians, described below.

Analytics events may include, for example:

Coarse product actions — for example a card created, a thread opened, or a card presented
App lifecycle events — open, install, update, and moving to the foreground or background
Which of the app’s screens is in view, as one of a fixed set of screen names (for example “settings”) — a coarse label, never the contents of a screen
Whether dictation was used, without any audio or transcript content
A coarse length band for a card (for example “1–10 words”) — never the text itself
Random identifiers for a thread or card, so we can measure conversation depth and reuse — not linked to you or to the card’s contents
The week you first installed the app, used to group anonymous retention
Rewrite success or failure, duration, and the on-device model identifier
An approximate location, such as your city and country, which PostHog works out from your internet (IP) address. We never see your precise location, and the app does not ask for location permission
Crash and error diagnostics
Whether feedback included an attachment, without the attachment content

Analytics events do not include your note text, rewritten output, message bodies, audio, transcripts, or other user-generated content. PostHog is configured without session replay and without person profiles, except for Magicians who explicitly opted in. You can opt out at any time in Settings → Data Controls.

Beta waitlist and the Magicians

Waitlist. If you join the Magic beta waitlist, we collect your email address to run the beta: a confirmation when you sign up, and an invite when a spot opens. Waitlist emails are stored and sent via Resend, our email processor, and deleted when the beta programme ends or on request.

The Magicians (opt-in). During the beta we invite a limited circle of testers — the Magicians — to opt in. If, and only if, you explicitly opt in, we link your first name, last name, and email address to your app’s otherwise anonymous analytics identifier in PostHog, so we can understand how Magic works for you and contact you about your experience and new builds. This is optional and does not affect your access to Magic. Withdraw at any time — the unsubscribe link in any note, or hello@lexi.me — and we unlink and delete your name and email from analytics. We never use this information for advertising and never sell it.

Feedback you choose to send

If you use Send Feedback, you may include a description, your name and email address if you choose to add them, and optionally a screenshot or screen recording. That submission is sent through our server to our issue tracker (Linear) so we can investigate and reply. Please do not include sensitive personal information unless necessary. Feedback metadata may include app version, device model, OS version, and language.

What we do not collect

Accounts or passwords. We only hold contact details if you email us, join the beta waitlist, or opt in to the Magicians
Your writing, rewritten text, or dictation content for analytics
Precise location
Advertising identifiers for cross-app tracking

Children

Magic is not directed to children under 13, and we do not knowingly collect personal information from children.

Data retention

Content you create remains on your device until you delete it or remove the app, and in your own iCloud or Google account if you turned on a backup. Feedback is kept for as long as we need it to resolve the issue, or until you ask us to delete it. Anonymous analytics events are retained by PostHog according to our project settings for product improvement and reliability monitoring.

Your choices

Turn off anonymous usage analytics in Settings → Data Controls (this does not affect Google’s ML Kit diagnostics on Android)
Delete local content by removing threads or uninstalling the app
Turn backups on or off in Settings → Data Controls, and remove a backup from your iCloud or Google account settings
Revoke microphone or camera permission in your phone’s settings
Ask us to delete feedback or contact details you have sent us by emailing us
Withdraw from the Magicians at any time — one click in any note we send, or email us

Deleting your data

Magic has no account, so most of your data is already in your hands. To delete it:

Your threads and cards. Delete threads in Magic, or uninstall the app to remove everything stored on your phone. This is immediate.
Backups. Turn off Keep in iCloud or Back up with Google in Settings → Data Controls, then remove the Magic backup in your iCloud or Google account settings. We never hold a copy.
Analytics. Turn off Share Anonymous Usage Data in Settings → Data Controls. Magic stops sending analytics from then on. On Android, Google’s ML Kit diagnostics, described above, are not covered by this switch.
Everything we hold. Email hello@lexi.me with the subject “Delete my data”, from the email address you used with us. We delete feedback you sent (its text, name, email and attachments), your waitlist sign-up, and, if you joined the Magicians, the link between your name and email and your analytics, within 30 days, and confirm by email.

What we keep: anonymous analytics events that are not linked to your name or email. We cannot tell which of these are yours, so they stay until our analytics retention period removes them. On Android, Google holds the ML Kit diagnostics described above under its own policies; we cannot see or delete them.

Changes

We may update this policy as Magic evolves. We will post the current version at https://magic.lexi.me/privacy.

Contact

Questions about privacy? Email hello@lexi.me.