Apple’s new Safari ad takes a swipe at Chrome’s tracking practices

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Apple is once again using privacy as a key selling point for Safari, this time with a new advertisement focused on online tracking and how the browser helps protect users from it.

The ad is part of Apple’s ongoing “Privacy on iPhone” campaign and highlights Safari’s built-in protections against data trackers that follow users across the web.

Apple turns web trackers into real-life stalkers

Titled “Safari Helps Block Data Trackers,” the ad follows smartphone users who are constantly shadowed by chrome-colored figures representing online trackers.

Apple visualizes these trackers as people dressed in chrome-colored suits who watch users’ screens, follow them through everyday situations, and even sit on their shoulders to monitor what they are doing online.

The ad is designed to illustrate how extensively user activity can be tracked across websites and apps when privacy protections are limited.

While Apple never explicitly mentions Chrome, the chrome-colored suits appear to be a clear reference to Google’s browser.

Apple highlights Safari’s privacy features

The advertisement reinforces Apple’s long-standing privacy message by showcasing several Safari protections that are enabled by default.

According to Apple, Safari includes a number of privacy-focused features, including:

• Intelligent Tracking Prevention
• Hiding IP addresses from known trackers
• Blocking known trackers in Private Browsing
• Removing tracking parameters from URLs in Private Browsing
• Blocking third-party cookies
• Restricting web extensions from accessing browsing activity by default

Most of these features have been available for years, but Apple is using the campaign to remind users how Safari differs from competing browsers by focusing on privacy rather than AI-powered features or productivity tools.

The campaign also arrives at a time when browser makers are increasingly competing to add AI capabilities, giving Apple another opportunity to position Safari around privacy and user protection instead.

With WWDC 2026 just around the corner, the campaign further reinforces Apple’s long-standing commitment to privacy ahead of its next wave of software announcements.

Do Safari’s privacy features influence your browser choice, or do you prefer using Chrome or another browser on your devices? Share your thoughts in the comments below.

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