Google Chrome's approach to third-party cookies has been a rollercoaster of policy reversals and privacy concerns. After initially announcing plans in 2020 to phase out third-party cookies within two years, Google dramatically reversed course in July 2024, confirming that tracking cookies would remain in Chrome despite years of promises to enhance user privacy1. This decision came after pressure from advertisers and European regulators who expressed concerns about Google potentially gaining an unfair advantage in the digital advertising space1.

Chrome's tracking issues extend beyond cookies, with multiple controversies highlighting its data collection practices. The browser was found to collect user data even in Incognito mode, leading to a $5 billion settlement to avoid a 2020 lawsuit2. Additionally, researchers discovered five Chrome extensions with 1.4 million downloads that were secretly collecting browsing data, users' names, and location information3. While Google claims to prioritize "user choice" with its updated approach to privacy, critics argue that Chrome's business model fundamentally relies on tracking user behavior for targeted advertising4, putting it at odds with privacy-focused browsers like Safari that block third-party cookies entirely56.

Google faced a major legal challenge over its Chrome browser's Incognito mode when users discovered the company was still collecting their data despite expectations of privacy. In 2020, a class-action lawsuit was filed alleging Google had misled users about how their data was tracked and collected in Incognito mode12. The lawsuit sought $5,000 per affected user, potentially amounting to $5 billion in damages3.

As part of the settlement reached in April 2024, Google agreed to delete "billions" of data records collected from users browsing in Incognito mode since 201645. The company also committed to updating its disclosures about data collection in private browsing and allowing Incognito users to block third-party cookies by default for the next five years6. While Google maintained the lawsuit was "meritless" and emphasized that plaintiffs received no monetary damages in the settlement6, individuals can still file their own claims against Google, with thousands of users already seeking at least $10,000 each in California state court2.

Safari offers robust privacy protections that set it apart from competitors like Chrome. At its core is Intelligent Tracking Prevention (ITP), which uses machine learning to identify and block cross-site trackers without sending browsing history to Apple.12 Safari also includes a Privacy Report feature that shows users which websites are tracking them and how frequently.3

Private Browsing mode allows users to surf without storing browsing history, search queries, or form data on their device.4 Safari also limits cookie lifetimes, capping them to 7 days for responses from third-party IP addresses5 and offering granular cookie controls-users can choose to block all cookies or only accept them from websites they visit.6 Additional features include fingerprinting protection to prevent websites from identifying users through device characteristics, ad-blocking capabilities, and iCloud Private Relay (for iCloud+ subscribers) which encrypts traffic and routes it through separate relays to mask users' IP addresses and locations.789