Apple has launched a new campaign titled Switch to Safari
aimed at persuading Chrome users to migrate to its browser.
Performance and Privacy Claims in the “Switch to Safari” Campaign
The campaign positions Safari as a more powerful and private browser than Chrome.
To support this, Apple has published a series of comparative metrics on its new landing page. According to the company, Safari is up to 35% faster than Chrome when loading frequently visited websites on a Mac. Furthermore, the firm claims that users can achieve up to five hours of additional video streaming time on a Mac when using Safari instead of Chrome.
Beyond speed and power, Apple is focusing heavily on data protection. The company alleges that Chrome allows an excessive number of third-party trackers to follow users across the web, facilitating the collection and sale of data to advertisers. Apple also contends that Chrome fails to retain user preferences regarding hidden distractions, a limitation it says its own software addresses.
Apple Demonstrates Browser Features in New Videos
To supplement the website’s claims, Apple has released two YouTube videos that offer visual demonstrations of specific tools. One video focuses on Intelligent Tracking Prevention
to show how the browser blocks trackers, while the second highlights Distraction Control
and how users can remove unwanted elements from web pages.
The website also provides a side-by-side comparison chart to help users understand the functional differences between the two browsers.
- Reader Mode
- Notify Me
- Profiles
- Apple Pay
Continuation of Apple’s Browser Strategy
This initiative represents a recurring effort by Apple to challenge Chrome’s market dominance through direct, head-to-head comparisons. The new campaign serves as a successor to the Privacy on iPhone
promotion launched earlier this year, which also characterized Safari as a more privacy-conscious alternative to Google’s software. By directing this messaging toward current Chrome users, Apple is attempting to emphasize the benefits of its integrated ecosystem.
The campaign does not include independent evaluations or external benchmarks, focusing instead on the company’s own presentation of the browser’s capabilities. The materials are currently available for review on Apple’s official website and via its YouTube channel.
