Apple takes aim at Chrome in new Safari privacy campaign

Source Domain: www.afaqs.com

Apple has never been shy about taking a swipe at its rivals. Its latest campaign for Safari, the browser found across the iPhone, iPad and Mac, does not just throw shade at competing browsers. It practically invites them into the frame, dresses them in shiny metallic outfits and has them cling awkwardly to unsuspecting users.

The new advertisement, titled “Tracker”, leans heavily into Apple’s long-running privacy pitch. The premise is simple. If you browse the internet using rival browsers, someone is always looking over your shoulder.

Quite literally, as it turns out.

The film opens in a library where a man is browsing on his smartphone. Perched on his shoulders is an uninvited companion dressed in a silver jumpsuit. Asked who the peculiar passenger is, the response comes matter-of-factly: “Online data tracker, follows me everywhere I browse.”

What follows is a parade of increasingly relatable scenarios. In an art gallery, at the gym, during lunch, on a camping trip and even at the hairdresser’s, users are shown carrying one or more chrome-clad trackers wherever they go. The message is hardly subtle, and Apple clearly does not want it to be.

At one point, a character glances at one of the metallic stowaways and remarks, “Ooh, Chrome.” If there was any doubt about who Apple is targeting, it evaporates there and then.

The advertisement argues that Safari offers stronger privacy protections by helping block cross-site tracking and hiding users’ IP addresses from known trackers. According to the video’s description, Safari is equipped with “state-of-the-art features” designed to stop data companies from following users around the web.

The campaign also finds time for a visual jab at Android devices. While Apple’s latest flagship, the iPhone 17 Pro Max, appears in a pristine condition, the Android handsets featured are conspicuously cartoonish.

Thick, boxy and fitted with tiny camera modules, they bear little…

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