Apple has recently unveiled a new billboard in San Francisco that subtly takes a jab at Google, emphasizing the privacy features of its Safari browser. The ad, located above 9th Street and Brannan Street, depicts a woman holding an iPhone 15 with the words “Safari. A browser that’s actually private” above her. In smaller print below, it states, “Privacy. That’s iPhone.” While not directly mentioning Google, the message seems to allude to Google’s Chrome Browser.

This isn’t the first time Apple has used billboards to promote its commitment to privacy. During the 2019 Consumer Electronics Show (CES), Apple displayed a memorable ad on the side of a building overlooking the Las Vegas Convention Center. The ad cleverly played on a popular saying about Vegas by stating, “What happens on your iPhone stays on your iPhone.” This bold move surely caught the attention of many CES attendees and reinforced Apple’s stance on user privacy.

In recent news, Google faced legal challenges regarding user privacy issues related to its Incognito mode. While the settlement did not result in a monetary payout from Google to plaintiffs, it did require Google to make changes to enhance user privacy. These changes include adding disclosures and allowing users to block third-party cookies by default in Incognito mode for the next five years.

Google spokesperson Scott Westover emphasized their commitment to user control over privacy and security settings in Chrome. Despite Google’s response, Apple’s billboard in San Francisco stands tall at the interchange of Interstate 80 and Highway 101, delivering a powerful message about privacy and giving Apple the final word in this ongoing conversation about online security and user protection.