Apple takes the gloves off against Chrome with new 'Switch to Safari' campaign

For the most part, Apple likes to pretend that competition doesn’t exist, whether in hardware or software. But the company is now changing its approach. It has launched a dedicated ‘Switch to Safari’ webpage and new video ads that directly target Google Chrome.

Apple doesn’t seem to be holding any punches this time around. The page tells visitors that “Safari is a more powerful and private browser than Chrome” and claims Safari outright “succeeds where Chrome trails.”

For years, people have installed Chrome as soon as they unbox a new Mac. Most do it out of habit or because Google Workspace is central to their workday. Apple is trying to break that habit by targeting Chrome’s biggest drawbacks: battery life and everyday speed.

According to Apple, Safari gives you up to five more hours of video streaming on a single charge compared to Chrome. The company also claims its browser loads frequently visited sites up to 35 percent faster on macOS.

But it’s not just Safari’s speed that Apple is touting. The new page argues that Chrome lets third-party trackers follow you around the web to collect and sell data, while Safari blocks them by default. So basically, Apple wants privacy-conscious users to pick Safari instead.

The company also published two short videos as part of the ‘Switch to Safari’ campaign. One of them doubles down on the privacy push.

The other video shows off Distraction Control, reminding users that Chrome will not remember which annoying webpage elements you chose to hide.

We already saw Apple mount a massive global Safari privacy push earlier this year with billboards and funny short films. But putting together an entire side-by-side comparison page naming Chrome over and over feels like a whole new level of aggression.

This also follows the news we covered about Apple testing code that would log Google’s aggressive Chrome pop-ups inside Safari on iOS beta builds. So it’s clear that Apple is bringing the fight to Google after years of ignoring its existence in the public eye.

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