Apple’s latest privacy ad is filled with chrome-wearing spies that disappear as soon as the person opens Safari. It’s yet another ad that doesn’t shy away from calling out surveillance capitalism.

The “Privacy, That’s iPhone” campaign has been ongoing for years. In 2024, Apple shared an ad with some unsettling mechanical birds with cameras for heads that would follow you around.

The latest ad takes on the familiar tagline in a short film dubbed “Privacy on iPhone: Safari helps block data trackers.” In it, Apple has taken a comical approach in showing online trackers as literal chrome-wearing characters that intrusively follow you around as you browse online.

Of course, by the end of the ad, Apple hopes you’ve learned just how much tracking you can avoid by switching from browsers like Chrome to Safari. It is a little more on the nose versus Apple’s previous ads, with one character pointing out the chrome wardrobes.

At the conclusion of the film, users switch to Safari only to have the figurative trackers poof into clouds of silver glitter.

There isn’t anything particularly new in the ad, as Apple is highlighting many of its key talking points around Safari. It was the first major browser to block all third-party cookies by default, out of the box starting in 2019.

Safari on iPhone

Since then, Apple has continued to double down on privacy features. Safari now has Intelligent Tracking Prevention that uses machine learning to identify trackers, a handy privacy report, anti-fingerprinting, and iCloud Private Relay to hide your IP.

The campaign doesn’t end with the short film, as Apple is also taking out digital and physical ads around the new theme. You’re likely to see Apple privacy ads as you browse online, or on billboards in major cities.

WWDC 2026 is on June 8 and it will likely be filled with even more privacy claims than before, especially since Apple Intelligence is likely to be at the center of the event. When it comes to AI, privacy has been a big concern, so Apple will likely double down on its privacy stance to keep customers at ease.