People have theorised that Apple is pushing a big warning to millions of iPhone users in it's latest advertisement.
The tech company has a wide range of competition and people think the billboard could be aimed at one - namely Google.
The adverts reads that Safari, Apple’s browser, is a ‘private’ way to search the internet.
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And whilst the billboard is not a direct attack on their internet browsing competition and no company's name was explicitly mentioned, many believe that the implication is there.
The billboard reads: “Safari. A browser that’s actually private.” It also says at the bottom: "Privacy. That's iPhone."
And they have really gone far and wide with the ad, as people have claimed to have spotted it in cities like San Francisco, London and Paris, and countries including Singapore and Australia.
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One person who responded to a post from someone who saw the ad in Australia, said: “Interesting to know it’s not only in Singapore.
“On the contrary, imho [in my honest opinion] it’s a good idea. It’s a fresh way to advertise. Some people will be curious.
“Especially those who are not in the Apple ecosystem and might not know what Safari is.”
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While another person commented on San Francisco's billboard, and said: “Seeing how Google settles a lawsuit for its incognito not being so incognito, there’s literally no doubt that this is playing off of that.”
The ad comes after Google agreed to destroy billions of data after they were accused of secretly tracking user's browsing through Incognito Mode in a 2020 lawsuit.
As reported by Reuters, Google reached a settlement in April wherein they would update disclosures around what it 'collects' while users private browse - which the company are already implementing - and it will allow Incognito users to block third-party cookies for five years.
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Jake Moore, a global security advisor, told Forbes: “Google revealed earlier this year that it collects your data if you use Google Chrome, even if you use Incognito Mode.
“Personal data is so valuable to companies and when terms and conditions are so difficult to understand, it can be easy for users to simply allow companies to collect data at their will.”
Back in January, the BBC reported that Google were testing ways to disable cookies in Chrome, allowing users to 'browse with more privacy'.
A Google spokesperson told DailyMail.com that the company strives to keep people's data 'safe by default and ensuring users can control when and how their data is used in Chrome to personalise their web browsing experience'.
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They added: "We believe users should always be in control, which is why we've built easy to use privacy and security settings directly into Chrome."
Tyla has contacted Apple and Google for comment.
Topics: Apple, News, Technology, iPhone
Mia Williams