Do you remember Alfred Hitchcock’s famous movie The Birds? Even if you don’t, The Birds will be the first thing that comes to your mind when you watch Apple’s latest promo about its privacy efforts with the Safari browser. In an ad that highlights how pervasive web tracking is by tech companies that are always interested in selling ads to people, Apple has used some live-action CCTV to make its point.

How? For its privacy message, Apple has given wings to CCTV cameras, which fly and bounce around people using the internet, peeking into their phones. The bird-like CCTVs glow in red, peering into people’s lives incessantly and disturbingly and the entire footage is filled with people screaming in fear. In short, it’s totally Hitchcockian!

The solution to the fear of surveillance? Apple says to use Safari as it can prevent ad tracking. Apple’s video shows CCTV bursting into flames as soon as people open the Safari browser and start using it.

Well, Apple’s ad, like all ads, is hyperbolic. But its release sheds some light on the privacy protections built into Safari. For example:

Safari prevents cross-site tracking

Apple pointed out that one of the most widespread methods of online surveillance is cross-site tracking, where data companies track users across multiple websites to gather information and deliver targeted advertising. This method often results in users seeing ads for products they have recently viewed on different sites. However, Apple’s Safari browser addresses this problem with its Intelligent Tracking Prevention (ITP).

Apple says the ITP system uses machine learning to identify and block trackers that follow users from site to site, giving users stronger privacy protections.

Additionally, the Safari browser also protects users from fingerprinting – a technique in which data companies track users based on their device’s unique configuration, such as fonts, plugins, and screen resolution. Apple does this by limiting the amount of system information Safari provides to websites.

Safari protects users’ location data

Another sensitive issue when browsing online is location data, which can reveal a lot about a person, such as his or her home address, workplace, and frequently visited places. However, the Safari browser addresses this concern by not sharing location data with search engines when users search using the built-in search field. Safari also gives users more granular control through which they can provide only relevant location information. For example, they can also set how long location information is accessible, with options to limit it to a day or specific websites.

Privacy protection on web extensions

Apple explained that web extensions enhance the browsing experience by adding functionality such as coupons, news headlines or changing the appearance of a web page, but they also pose privacy risks because they can access sensitive information, including what users type and view. To help users cope with these risks, the Safari browser mitigates these risks by supporting the WebExtensions standard while providing strong user control over these extensions.

Private Browsing Mode on Safari

Safari introduced Private Browsing mode in 2005. It has gotten more powerful over the years. Now Safari’s Private Browsing mode offers advanced security. It prevents web pages, searches, and autofill information from being saved. It also locks automatically when used with Face ID and Touch ID.

A key feature in Safari’s Private Browsing is Link Tracking Protection, which removes unnecessary trackers from URLs shared in Messages and Mail. Like other features, here too Apple gives users better and detailed controls.