Apple Highlights Safari Privacy and Distraction Control in New Ads [Video]

Apple has released two new Safari ads highlighting the browser's built-in tracking protection and Distraction Control. Both 15-second spots use the same presenter to contrast browsing in Safari with browsing in 'Not Safari.'

In 'Safari Helps Keep Trackers Away,' a second man crowds the presenter with product suggestions based on his browsing history, including socks printed with his face and a fringed onesie. Opening Safari makes the intruder disappear. The spot highlights Intelligent Tracking Prevention, part of the browser's privacy protections designed to limit cross-site tracking.

The other ad, 'Safari Helps Keep Distractions Hidden,' interrupts the presenter with floating discount offers and email signup prompts that obscure his face and surround him. A tap on Safari sends them dissolving into particles, leaving the closing message, 'Helps keep distractions hidden.'

With Distraction Control, users can choose page elements to hide, and Safari remembers those choices on later visits. The feature works best with items that don't change regularly; it doesn't permanently hide ads or other frequently updated content.