Apple has launched a new campaign to promote Safari’s robust privacy features, aiming to differentiate it from competitors like Google Chrome. The campaign includes a short-form film and various ad placements for desktop and mobile platforms. It underscores Safari’s capability to block trackers effectively, illustrated by flying security cameras symbolizing online tracking.
Safari, known for pioneering “Private Browsing” in 2005, now enhances privacy with additional layers such as Face ID, Touch ID, or Passcode locks. It blocks cross-site tracking, removes unnecessary trackers from links, and safeguards location data. Using machine learning, Safari’s “Intelligent Tracking Prevention” identifies and halts tracking attempts, akin to managing cookies. Users can monitor these actions via the Safari Privacy Report, detailing blocked trackers and common tracking methods.
Furthermore, Safari masks IP addresses and prompts user consent for precise location requests. These features align with Apple’s core pillars of privacy for Safari across Mac, iPhone, iPad, and Vision Pro devices.
The campaign’s mobile advertisements feature a vertical takeover, visually peeling back web pages to reveal the tagline “Your browsing is being watched,” followed by “Safari stops it.” The aim is to encourage users to leverage Safari’s privacy features, which are mostly enabled by default, and to consider Safari for its privacy protections.
The campaign’s full-length film humorously contrasts iPhone’s privacy safeguards with Android phones, portraying security cameras thwarted by the iPhone, causing them to explode. This lighthearted approach emphasizes Safari’s serious commitment to privacy in web browsing.