We all know relationships can be complicated, but few are as intricate as the one between Apple and Google. Apple’s latest move in this ongoing rivalry is a chilling new ad targeting Google, urging its 1.4 billion users to stop using Chrome on their iPhones.
Google is aggressively pushing to convert Safari users to Chrome. Currently, most iPhone search requests go through Safari, thanks to a financial arrangement making Google the default search engine. However, this deal is under scrutiny due to monopoly investigations in the US and Europe, prompting Google to execute Plan B.
Chrome has a 30% install base among iPhone users, but Google aims to boost this to 50%, potentially adding 300 million more users to its data ecosystem. Apple is keen to prevent this shift, as these additional users represent significant revenue. As on-device AI changes search dynamics, the focus will be on retaining versus converting users.
Apple’s Safari privacy billboards initially launched in San Francisco, have now gone global. These ads highlight Safari’s privacy features without explicitly mentioning Chrome. With Safari and Chrome dominating the mobile browser market, the message is clear: choose Safari for better privacy.
Privacy remains a weak point for Chrome. Despite plans to phase out tracking cookies, delays, and regulatory challenges persist. Recent warnings reveal that Google collects device data from Chrome users through an undisclosed setting.
In a powerful new video ad inspired by Hitchcock’s “The Birds,” Apple underscores its message: if you value online privacy, use Safari. This implicitly translates to avoiding Google Chrome for a more private browsing experience. Apple’s intensified focus on privacy aims to keep users loyal to Safari amidst increasing competition and regulatory challenges for Google.
