Apple Publishes New Ad, Spotlights Safari’s Privacy Over Competitors

Apple has published a new ad online, highlighting Safari’s privacy features and comparing the browsing experience to competitors like Google Chrome.

“Safari helps keep data trackers off your back with state-of-the-art features that defend you against cross-site tracking, hide your IP address from known trackers, and more,” Apple states in the description of the new ‘Privacy on iPhone’ ad.

The video shows users on competitor smartphones, navigating alternative browsers while having data trackers latch onto them. The trackers are shown wearing chrome-fitted bodysuits, making it feel like a very deliberate yet cheeky attack on Google. These trackers are looming over the user constantly and following them through their day-to-day.

Then, as the ad introduces Safari as “a browser that’s actually private,” the chromed-out trackers explode into a flurry of confetti.

The video’s description points users to Apple’s privacy landing page within its website. Here, the company talks about how privacy is a “fundamental human right.” The page then goes on to highlight many features Safari offers that Chrome does not.

Safari includes features to block third-party cookies by default. The browser also leverages machine learning to fight tracking. By removing unique trackers from URLs in private browsing mode, users can avoid malicious trackers. Safari also hides your IP address from known trackers and prevents web extensions from seeing your browsing by default.

Part of all this is Apple Intelligence, which provides private cloud computing capabilities. Apple Intelligence can analyze your data for core features without collecting any and sending it to Apple servers.