Private Wi-Fi Address is an iPhone, iPad and Mac setting that hides your device's real network address from each WiFi network. It's good for privacy, but it's also the most common reason a hotel, gym or cafe network keeps showing you its login page as if you'd never been there.
Quick fix: go to Settings > Wi-Fi, tap the i next to the network, and set Private Wi-Fi Address to Fixed. Rejoin when asked and log in once more. Don't forget the network afterwards, or the setting resets.
What a Private Wi-Fi Address is
Every device has a hardware network address, called a MAC address, which networks see when you connect. Because it never changes, it can be used to track you from place to place. Apple's Private Wi-Fi Address swaps it for a made-up one, different for each network you join.
Many public WiFi login pages, known as captive portals, remember who has already signed in by that address. Change the address, and as far as the network is concerned you're a brand-new device that has to log in again.
Off, Fixed or Rotating: what each option means
From iOS 18, iPadOS 18 and macOS Sequoia, the setting has three options rather than a simple on/off switch (Apple Support):
- Off: the device uses its real hardware address on this network.
- Fixed: a private address that stays the same for this network. The network can't see your real address, but it still recognises you each visit.
- Rotating: a private address that changes over time. Apple's guidance for schools says that on networks without WPA2 or stronger security, such as most open guest WiFi, the address changes about every two weeks (Apple Education). Each change can mean another login page.
On older versions of iOS the setting is a single switch called Private Wi-Fi Address or Use Private Address.
Which setting should you use?
For a network you use regularly, like your gym, office or a hotel you're staying at, Fixed is the best balance. You keep a private address, and the network stops treating you as a stranger. Use Off only if a network specifically needs your real address, which is rare outside workplaces and schools.
How to change it on iPhone or iPad
- Open Settings > Wi-Fi.
- Tap the
inext to the network. - Tap Private Wi-Fi Address and choose Fixed.
- Rejoin the network when asked, and complete the login page once.
How to change it on a Mac
- Open System Settings > Wi-Fi.
- Click Details next to the network.
- Set Private Wi-Fi address to Fixed and click OK.
Still being asked to log in?
- The network may simply time you out. Some venues ask everyone to log in again daily or after a set period, whatever your settings.
- Forgetting a network resets its private address, and on open networks it can go back to Rotating. If you forget and rejoin, set it to Fixed again and expect to log in once more.
- The login page won't open at all? That's a different problem. See how to open the captive portal login page.
Android phones have the same feature, usually under the network's Privacy setting as "Use randomised MAC". Switching it to "Use device MAC" for a trusted network has the same effect.
If you run the venue
If your portal recognises returning guests only by MAC address, private and rotating addresses will keep sending regulars back to the login page. Each time, they're counted as new devices, which inflates your visitor numbers and annoys the people you most want to keep. CaptiveWiFi's One Login lets recognised devices straight online. When a phone's address has changed, it asks for just an email address instead of the full form, then matches the guest to their existing profile.