Apple is going straight after Google's dominance on the desktop and mobile web. The company published a dedicated page on its website urging Mac and iPhone owners to abandon Google Chrome, pitching its own built-in browser as "a more powerful and private browser than Chrome."
The campaign arrived on Monday alongside two promotional YouTube videos, marking Apple's latest direct offensive against the web's default browser. Instead of treating its default position on Apple hardware as enough, the company is actively making the case that Chrome drains resources and exposes user activity.
On the new webpage, Apple highlights three main arguments: battery life, privacy protections, and raw performance. The company included a side-by-side comparison chart matching Safari against Chrome on key features. Among the highlighted tools are Reader Mode, cross-device Profiles, Apple Pay integration, and Notify Me alerts.
The accompanying video spots zero in on specific browsing friction points. One video demonstrates Distraction Control, Apple's tool designed to strip away intrusive page elements, banners, and overlays that clutter modern articles. The second clip focuses on Intelligent Tracking Prevention, Apple's architecture built to prevent cross-site trackers from profiling browsing habits across different domains.
Taking on Chrome on Apple's own hardware might seem redundant at first glance. Every Mac, iPhone, and iPad ships with Safari out of the box. Yet millions of Apple owners immediately download Chrome anyway, often out of habit or to sync extensions and bookmarks with Windows PCs and Android devices.
Google's footprint inside Apple's ecosystem remains massive, which is why Cupertino keeps ratcheting up the pressure. Earlier this year, Apple ran a "Privacy on iPhone" promotional effort that similarly framed Chrome as an invasive choice on mobile hardware.
By emphasizing energy consumption alongside tracker mitigation, Apple is appealing directly to laptop owners trying to stretch their unplugged work hours. Chrome has spent years fighting a reputation for heavy system usage, and Apple clearly smells an opportunity to keep users inside its walled garden.
Both promotional videos are live on Apple's official YouTube channel now, while the comparison page is accessible directly on Apple's website for users weighing a switch.
SDFiled by The Software Desk
Apps, platforms, operating system releases, security fixes and the features arriving in them.
More from this desk →
Be the first to comment
Join the argument. No password, just your email or a passkey.