Apple has rolled out a campaign, ‘Switch to Safari’, highlighting its browser’s advantages over Google Chrome, including faster performance on frequently visited websites, stronger privacy protections and lower battery consumption.

The campaign is supported by a dedicated webpage and comprises two ad films that showcase features such as Intelligent Tracking Prevention and Distraction Control, positioning Safari as a more private and efficient browsing alternative.

In the first film, ‘Helps Keep Trackers Away’, Safari is contrasted with other browsers to demonstrate how it protects users from third-party tracking. The film shows the protagonist being hounded by different characters serving targeted ads for products such as socks and a onesie, highlighting how browsing activity can follow users across the internet. It ends by showcasing Safari’s built-in Intelligent Tracking Prevention, which blocks third-party trackers and helps keep browsing activity private.

In the second film, ‘Helps Keep Distractions Hidden’, the protagonist compares reading an article on Safari with the experience on other browsers, where pop-up ads and other distracting elements interrupt the reading experience. The film showcases Safari’s Distraction Control feature, which allows users to select and hide specific elements on a webpage. Safari remembers these preferences on subsequent visits to the same site, helping users enjoy a cleaner, less cluttered browsing experience.

What we think about it: The films use humour to make Safari’s privacy and distraction-control features relatable, but while the comparison with Chrome is clear, the campaign revisits Apple’s established privacy narrative without offering a fresh take.

The campaign was released on 13 October on YouTube.