Google is developing a guided data migration tool for Chrome on iOS that lets Safari users import their browsing history, passwords, bookmarks, and credit cards directly on their iPhone. The feature uses the existing ZIP export from Safari settings and includes a step-by-step import flow.

This move simplifies a process currently limited to desktop browsers, addressing a key friction point for iPhone users considering a switch. It also highlights Google's ongoing efforts to make Chrome more competitive on Apple's platform, where Safari remains the default choice for most users.

The feature is currently in testing with Chrome 145 TestFlight users, though the beta is full. Given Chrome 144 is the stable release, a public rollout appears imminent. The tool also includes a privacy prompt to delete the exported ZIP file after import, addressing security concerns.

For Apple, this represents another challenge to Safari's dominance on iOS. While the company has historically resisted making it easy to switch browsers on its mobile platform, Google's on-device solution bypasses some of those limitations, potentially accelerating browser competition on the iPhone.