Apple’s newest privacy spot, part of its long‑running “Privacy, That’s iPhone” campaign, flips the script on browser surveillance. In a short film titled “Privacy on iPhone: Safari helps block data trackers,” the company shows literal chrome‑wearing spies vanishing when users switch to Safari on mobile devices everywhere today and effortlessly.

Safari rolled out blanket third‑party cookie blocking in 2019, a move that set the standard for mobile browsers. Since then, Apple has layered Intelligent Tracking Prevention, a privacy report, anti‑fingerprinting, and iCloud Private Relay, all designed to keep data streams opaque to trackers for every user on iPhone and iPad and for.

The campaign extends beyond the film, with digital and billboard spots echoing the same message. Apple plans to amplify its privacy narrative at WWDC 2026 on June 8, where AI and privacy will be front and center, reinforcing the company’s stance against data brokers for developers and users worldwide today.

By spotlighting the stark contrast between Safari’s built‑in defenses and Chrome’s tracking tactics, Apple reasserts its role as a privacy guardian. Consumers gain a clearer choice, while the industry faces pressure to match Safari’s standards or risk losing trust in their browsers for users and companies in the tech ecosystem.