Apple’s latest Safari privacy campaign is more than pre-WWDC marketing. It is an early signal of how the company plans to frame artificial intelligence (AI): as something that only works if users trust the platform behind it.

The week before WWDC is often significant, as Apple tends to make announcements it simply can’t fit into the keynote itself. This year’s first pre-show reveal is a new campaign focused on privacy that shows how much more private Safari is than rival browsers; there’s even a highly entertaining video that makes the point.

Privacy on Safari

Apple has been building privacy protections into Safari for years. The browser protects you from malicious scripts that might attempt to access passwords or credit card information. Safari also tells you what data an extension wants to access and can restrict access to match your settings. It blocks third-party cookies by default, detects and removes trackers, and has measures in place to prevent data companies from identifying — and following — you through device characteristics. 

That’s even before Apple’s powerful Private Browsing mode, which includes meaningful protections. The company has put together a page packed with resources to explain the privacy protections it has in place across its platforms.

Privacy is critical to Apple — not only because the company regards it as a human right, but because it correctly recognizes that to make new generations of sensor-laden technologies it must ensure privacy is protected. Without privacy and trust, people won’t use the technology.

Trust is the product, not you

The truth is that people are becoming increasingly concerned about how the digital devices we depend on for convenience are now being used for different kinds of surveillance, and we need to be convinced that our personal data is protected. We do not want every aspect of our life to become fodder to feed a digital dystopia, even as we still want the positive solutions technology promises.

Think about the Apple Watch. Consider the data it gathers: distance walked, calories burned, and more — it’s a rich trove of personally identifiable data that no one really wants to share with others without consent. Apple Watch is not the only Apple device that is gathering information, even your web browser captures a great deal of it. Hence, the focus on Safari in Apple’s new campaign.

Privacy will become an even greater concern as AI spreads. Data brokering services already make extensive use of AI to analyze and identify patterns in the online data they harvest. AI deployed without strong privacy protections poses serious risks to the way we live, while the consolidation of AI ownership in the hands of a few companies risks creating dangerous imbalances of power. That’s the context in which private data needs to be protected, making privacy an essential component of a positive tech-augmented future. 

Why the AI era raises the stakes

Apple’s focus on privacy is far from new; it has been consistent in this work for many years. Competitors often accuse Apple of hypocrisy, but the company has been arguing for privacy’s importance for more than a decade. Others have adopted some of the same principles, though not all of them — and while Apple may sometimes use privacy as a moat for its own products and services, that does not diminish its value.

It’s with all this in mind that I consider Apple’s latest privacy ad campaign and its rollout just before WWDC, where it is expected to introduce new AI services. That Apple’s new privacy campaign seems not to have made the final cut for the show tells me the company has much more to discuss on the topic, particularly around Apple Intelligence.

What Safari’s signals suggest

When Apple introduces its new AI features at WWDC it will do so while celebrating the privacy built into them. The current privacy ad campaign will be part of an overall push as the company explains that its ecosystem can run third-party AI services while also offering its own bespoke Apple Intelligence AI to do really useful things in complete privacy.

This isn’t just a competitive moat, it’s a realistic assessment in practice. It shows that Apple understands that in the age of AI, privacy matters more than ever. As AI becomes central to everyday digital experiences, privacy is no longer optional — and Apple is prepared to make the case to support it.

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