Apple’s latest promotional video centered on “Privacy, That’s iPhone” continues its long-standing privacy theme. The short film, titled "Privacy on iPhone: Safari helps block data trackers," uses a comedic approach to portray online trackers as characters wearing "Chrome"-style clothing and following users closely.
The core message of the ad is clear: When a user switches from a browser like Chrome to Safari, these token trackers instantly disappear into silvery flashes. Apple uses this to highlight Safari's ability to reduce data tracking encountered by users during browsing, and packages this into an intuitive and easy-to-understand visual narrative.
This isn't the first time Apple has promoted the privacy capabilities of Safari. As early as 2024, Apple launched an advertisement with a Hitchcockian thriller style, using a "mechanical bird with a camera on its head" to allude to tracking and surveillance. The article pointed out that this new advertisement does not propose a new technical selling point, but repeats Apple’s existing focus around Safari.
The report also mentioned that Safari has been blocking all third-party cookies by default since 2019, becoming one of the first major browsers to do so. In addition, Safari currently has features such as intelligent anti-tracking, privacy reporting, anti-fingerprinting, and iCloud Private Relay to further hide user IP addresses.
Apple did not limit this promotion to the short film itself, but simultaneously launched digital advertising and outdoor advertising. It is expected that users may see relevant content while browsing the Internet and on the streets of the city. The article also mentioned that WWDC 2026 held on June 8 may continue Apple’s privacy narrative, especially in the context of Apple Intelligence becoming the focus, Apple is likely to further emphasize its emphasis on privacy in the AI era.