Apple launches campaign urging users to switch from Chrome to Safari
Apple promotes Safari as more private and efficient than Chrome through a new website and video series targeting Mac users.
Key points
- Apple claims Safari provides up to five more hours of video streaming battery life than Chrome on Mac.
- The company states Safari loads frequently visited sites up to 35 percent faster than its competitor.
- New marketing materials highlight Safari’s Distraction Control and Intelligent Tracking Prevention features.
Apple launched a new marketing campaign on its website and YouTube channel to encourage users to switch from Google Chrome to Safari, according to a report by 9to5Mac. The company aims to position Safari as a superior alternative by emphasizing power and privacy advantages.
The new initiative includes a dedicated landing page titled “Switch to Safari” and two promotional videos. These materials directly compare the two browsers, with Apple asserting that Safari offers better battery efficiency, stronger privacy protections, and improved performance metrics for Mac users.
Performance and privacy claims
Apple’s promotional content highlights specific technical advantages to differentiate Safari from Chrome. The company states that Safari allows for up to five additional hours of video streaming on a Mac compared to Chrome. This battery life claim serves as a primary selling point for users concerned with device endurance during media consumption.
Regarding speed, Apple claims Safari is up to 35 percent faster than Chrome when loading frequently visited websites on Mac devices. The “Switch to Safari” webpage features a side-by-side comparison chart to illustrate these differences visually, alongside details on other functionalities such as Reader Mode and Profiles.
Feature comparisons and tracking prevention
The campaign also focuses on privacy and user experience features. Apple published two YouTube videos specifically showcasing Safari’s Distraction Control and Intelligent Tracking Prevention capabilities. These tools are presented as key differentiators that help users manage their browsing experience and protect personal data from third-party tracking.
Apple notes that Chrome does not remember which distractions users choose to hide, whereas Safari retains these preferences. The promotional page also lists support for Apple Pay and a “Notify Me” feature as additional benefits of switching to the Apple-developed browser.
Who is affected
This campaign targets Mac users who currently use Google Chrome as their primary web browser. By highlighting performance and privacy metrics relevant to desktop computing, Apple aims to persuade these users to adopt Safari. The push aligns with earlier efforts this year, including a “Privacy on iPhone” campaign that similarly promoted Safari as a more private option.
The move represents a continued strategy of head-to-head promotion against Chrome. Apple seeks to leverage its integration with macOS and its privacy-focused marketing to capture market share from Google’s widely used browser among its existing hardware customer base.
What should you do?
Users should evaluate whether Safari’s specific performance claims, such as battery life and loading speed, align with their daily usage patterns on Mac. Those concerned with privacy may want to review Safari’s Intelligent Tracking Prevention settings to understand how data is managed.
What to do and how to stay safe: Apple
- Compare your current browser’s battery usage with Safari to see if the five-hour claim applies to your typical workflow.
- Review Safari’s privacy settings, including Intelligent Tracking Prevention, to assess how it handles third-party cookies and trackers.
- Test the Distraction Control feature in Safari to determine if it improves your reading experience compared to Chrome’s tab management.
- Monitor Apple’s website for any future updates to the “Switch to Safari” comparison data or feature support.
General security guidance from the Threat Times newsroom. It is not confirmed advice from the organisations named in this story.
Frequently asked questions
Why is Apple promoting Safari over Chrome now?
Apple launched a new campaign with a dedicated webpage and videos to highlight Safari’s battery life, speed, and privacy advantages over Chrome.
How much faster does Apple say Safari is than Chrome?
Apple claims Safari is up to 35 percent faster than Chrome when loading frequently visited sites on Mac devices.
What privacy features are highlighted in the new campaign?
The campaign videos showcase Safari’s Distraction Control and Intelligent Tracking Prevention as key privacy and usability features.
