Apple promotes Safari over Chrome

Apple has launched a marketing campaign to highlight the benefits of its Safari browser compared to Google Chrome, according to 9to5Mac. The campaign uses the slogan "Stay with Safari" and focuses on features like improved battery life when watching videos, faster page loading, and support for 4K video on platforms like YouTube, Netflix, and Apple TV.

Apple's integrated approach

These advantages are attributed to Apple's vertical development model, which tightly integrates software components with hardware. Safari is not available on Windows or Linux, which limits its availability outside of Apple's ecosystem of devices and operating systems.

Privacy and data practices

Apple criticizes Google for collecting personal data, displaying ads in groups, and tracking users through third-party cookies. Safari claims it does not engage in these practices and positions itself as a more privacy-focused alternative. The company also states that Safari is "the fastest browser in the world" based on its own internal testing.

Safari's features and limitations

Apple mentions that Safari offers extensions for blocking ads, finding discounts, and saving web pages offline, similar to Chrome but with fewer available add-ons. While the criticisms of Chrome are generally valid, Apple's campaign may place it in a sensitive position by aligning with Microsoft's efforts to reduce Chrome's dominance and potentially drawing attention to its own market influence.

Safari's market position

Safari currently holds an 18 percent market share, behind Chrome but ahead of other browsers. Its pre-installation on iOS devices and Apple's restrictions on alternative browsers have drawn regulatory scrutiny, especially in Europe, where officials intervened in 2024 to address concerns about a potential de facto monopoly.

Uncertain future for Safari

The success of promoting Safari as a viable alternative to Chrome remains uncertain, particularly because Chrome has a large user base and benefits from a broader ecosystem of devices, apps, and services that support it.