Apple rolls out Safari privacy ad campaign targeting Chrome

Apple has launched a new advertising campaign highlighting the privacy features of its Safari web browser, directly contrasting it with competitors like Google Chrome. The campaign centers on a short video titled "Privacy on iPhone – Safari helps block data trackers," which uses a humorous metaphor to depict online data trackers as intrusive figures in chrome-colored bodysuits who follow users of other browsers throughout their day.

The ad shows individuals in various settings—such as a library, gym, and art gallery—browsing the web on non-Apple smartphones while being closely watched by these chrome-clad characters. The narrative concludes by showing an iPhone user opening Safari, at which point the trackers explode into confetti. The video’s description directs viewers to Apple’s privacy website, where the company states that privacy is a fundamental human right and details Safari’s specific protections.

Apple emphasizes several built-in Safari features designed to limit tracking. These include blocking third-party cookies by default, using on-device machine learning for Intelligent Tracking Prevention, and stripping tracking parameters from URLs in Private Browsing mode. The...