#Apple privacy campaign

Last year, Apple launched a Safari campaign with the tagline: “Your browsing is being watched.” In the campaign’s featured video titled “Flock,” Apple used animated surveillance drones and winged security cameras to depict what it claimed was the data-tracking behavior of other browsers, namely Google Chrome. The campaign’s messaging positioned Safari as the browser for people who value privacy—subtly but unmistakably throwing shade at Chrome. Just days after Apple’s ad aired last year, Google had proposed changes aimed at limiting third-party tracking cookies in Chrome—a gesture seemingly aligned with Apple’s privacy-forward messaging. The reversal opened the door for renewed criticism of Chrome’s tracking policies and breathed new life into Apple’s original campaign. That said, Apple’s messaging does make it clear: if you prioritize privacy, it would rather you use Safari. With Google backpedaling on Chrome privacy updates, Apple may very well seize the opportunity to refresh its Safari campaign. After all, the privacy-first narrative has long been a pillar of Apple’s brand—and Google’s reversal just gave it fresh momentum. Read more in our articles including "Apple’s Quiet Campaign Against Chrome Gets Loud Again, Thanks to Google" and "Apple iPhone 12, 12 mini in Purple now official".