Apple Highlights Safari Privacy Features in New iPhone Ad [Video]

Apple has released a new promotional video highlighting the privacy features built into Safari on the iPhone. The spot visualizes how third-party data trackers follow users across the web and demonstrates how Safari helps protect users from being tracked online.

The commercial shows people going about their day while literal representations of data trackers, played by actors wearing metallic silver suits, cling to their backs and peer over their shoulders. As the users browse online, the trackers multiply and take notes on their activity.


According to Apple, Safari includes privacy features that help defend against cross-site tracking and hide a user's IP address from known trackers and data brokers. The new campaign continues Apple's longstanding focus on privacy, illustrating how Safari helps reduce the amount of tracking that can occur as users browse the web.

In the final scene, a young woman finds herself surrounded by three approaching trackers. After she opens Safari on her iPhone, the trackers explode into a cloud of confetti-like pieces. The ad then displays the message, "Keep data trackers off your back," followed by the tagline, "Safari. A browser that's actually private." Apple closes the spot with its broader privacy slogan: "Privacy. That's iPhone."

Take a look at the new ad below.