Without naming them directly, Apple is launching an advertising campaign aimed at its competitors. To promote Safari, Apple has chosen to tackle data collection in other browsers.
Who remembers Get a Mac ads? For several years, Apple has chosen to attack Windows head-on in short videos broadcast on TV. This mini-sitcom featured two actors: the coolest one embodied the Mac, the other, much more bureaucratic, was a PC.
Since then, Apple has calmed down with the comparisons. In a position of strength, the brand no longer feels the need to oppose others, since people choose it themselves. Its competitors (Google, Microsoft, Samsung, etc.) are the ones who communicate about their differences with Apple in advertisements, in the hope of convincing iPhone owners to join them.
Does Apple sense the wind changing? On July 16, for the first time in a long time, the brand released an ad dedicated to its Safari browser. Inside, even if Apple never explicitly names the “evil”, we can see a few Android smartphones.
Android and Chrome: Apple’s advertising targets
In its video, which follows an advertising campaign launched in several major cities, Apple praises Safari. The message that the Californian wants to convey is this: Safari is the only browser that respects your privacy. Private Relay (a built-in VPN), blocking of cross-site tracking, ultra-sophisticated private browsing mode… There is nothing new here, even if a large number of people are probably not aware of all the advantages of Safari.
To illustrate Safari’s protection, Apple imagined a world where robotic pigeons with surveillance cameras would roam everywhere. In a very dark dystopian city, with an air of Chinese surveillance, several Android smartphone users are spied on while they browse the web. The pigeons position themselves behind their shoulders and film their smartphones.
Don’t you think the comparison is obvious? The next image should convince you. Apple has made a table comparing the privacy features of Safari and Chrome. Obviously, Safari is flawless, while Google’s browser fails on all counts.
What is Apple’s goal with this anti-Chrome ad?
Why did Apple suddenly decide to promote Safari? This is not the first time the brand has run an advertising campaign on privacy, but it has never promoted its web browser so much.
One possible explanation, although Apple doesn’t talk about it at all, is the obligation to offer competing browsers to Safari by default on iPhone and iPad in the European Union, because of the DMA. The brand could also simply be betting on privacy to bring users back to the iPhone, while this subject is increasingly highlighted.
Source: www.numerama.com
