Apple has recently revived an advertisement for its Safari browser, originally launched last July. This intriguing ad features mechanical “camera birds” spying on Android users, emphasizing the superior security measures of Safari compared to Android browsers. In a dramatic turn of events, the ad portrays iPhone users who, upon encountering the camera birds, tap the Safari icon, causing the birds to explode.
The commercial is filled with stark messages such as “Your browsing is being watched” and “Safari. A browser that’s actually private.” Re-introduced almost ten months post its initial airing, the ad bears a heightened significance especially in light of Google’s recent decision to retract its commitment to eliminating third-party tracking cookies from the Chrome browser.
Although Apple does not explicitly mention Google or Chrome in the advertisement, its implication is clear: iPhone users should consider deleting the Chrome app. Google had initially promised to replace tracking cookies with a new system designed to allow users one-click control over third-party tracking. However, the company retracted this assurance after concerns arose within the online advertising industry about potential stifling of competition.
As a result, users may be at risk of their personal data being compromised, including sensitive information like banking credentials. For iPhone users who still wish to use Chrome, Apple suggests utilizing the Incognito Mode, which prevents cookies and site data from being saved. Activating this feature is straightforward: simply open the Chrome app, tap the three-dot menu icon, and select “New Incognito Tab.”
While Apple’s ad titled “Flock” cleverly resonates with the idea of a flock of birds, it simultaneously attacks Google’s cookie replacement initiative, known as FLoC (Federated Learning of Cohorts). Despite the advantages of Safari, it remains uncertain whether most iPhone users will abandon Chrome altogether, as it continues to be widely used.