INSITE OOH Media Platform

iPhone is back on Dubai’s outdoor advertising scene with a bold new campaign spotlighting Safari, its privacy-focused web browser. Launched during the second week of May, this sleek and minimalistic OOH campaign rolls out across the city through a single-format strategy using eye-level hoardings designed to grab immediate attention. Following the buzz of iPhone’s successful March 2025 campaign for the iPhone 16e, the tech giant returns to billboards stronger than ever, this time in collaboration with telecommunications leader Etisalat and. With its clear message around online privacy, the campaign falls under the telecommunications and mobile devices industries, capturing the growing demand for digital tools that prioritize user protection without compromising experience.

The campaign’s message is simple yet striking: “Safari. A browser that’s actually private.” This bold tagline takes center stage across the hoardings, accompanied by Safari’s recognizable app icon and compass-style logo making the concept instantly clear to passersby. Reinforcing Apple’s long-standing commitment to user security, each visual also features the slogan “Privacy. That’s iPhone,” smartly paired with the Apple logo topped by a subtle lock symbol. The imagery itself carries the message even further: each hoarding displays either a man or a woman holding their iPhone in front of their face, literally blocking it from view, a creative and humanized representation of digital privacy in a world where personal information is often on display. Clean, thoughtful, and visually powerful, the campaign resonates with today’s growing awareness around online security.

With this thoughtfully crafted campaign, Apple doesn’t just advertise a browser it champions a belief. Safari isn’t new to privacy; it has long featured tools like Intelligent Tracking Prevention, which blocks trackers from following users across sites, and Privacy Report, giving users transparency over who’s trying to watch them online. In a digital world where data is constantly being harvested, Safari quietly stands out as a browser that asks for less and protects more. This new wave of hoardings across Dubai isn’t loud, but it’s deeply resonant, reminding users that with iPhone and Safari, their online experience can be fast, smooth, and, most importantly, truly private. It's Apple speaking clearly to a privacy-conscious generation, right from the city’s streets.

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