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Apple Inc. (NASDAQ:AAPL) Determined To Attract Back Mac Users Surfing Using Alphabet Inc (NASDAQ:GOOGL) Google Chrome Browser

Apple Inc. (NASDAQ:AAPL) is looking to bring back Browser wars with the new improvements that it has added to Safari and it seems to be targeting the Google Chrome browser from Alphabet Inc (NASDAQ:GOOGL).

Apple’s new improvements on its Safari browser are part of its strategy to hit back against the Google Chrome browser and attract users on Mac. One of the company’s executive spent a significant amount of time during its World Wide Developer Conference on Monday discussing the numerous improvements that it made to Safari for Mac. The new improvements include performance enhancements, an ad tracker blocker as well as the ability to stop videos that are set on auto-play on default.

“Safari’s JavaScript performance will be 80 percent faster than Chrome’s,”stated Craig Federighi, Apple’s senior VP of software engineering.

Apple takes a jab at Google

Apple’s intense focus on its Safari browser has been considered a move by the company to attack Google. The company reportedly noticed that Google had been displaying a popup on its home page claiming that Chrome was faster. Federighi stated that he noticed the popup in which Google purported that its browser was superior in terms of speed and thus began Apple’s mission to prove its rival wrong.

Despite their efforts to compete against each other, the two companies have been working on similar features designed to improve the user’s browser experience. Google revealed about a week ago that it plans to block ads on its websites, especially those that feature auto-playing videos. The features that the two firms are planning to introduce to their browsers are not only aimed at providing a clean browsing experience but also signify a shift in how browsers work.

The two browsers are expected to play a significant role towards shaping the web experience. The competition between the two browsers is considered a good thing because it will eventually offer a lot of benefit to the users. Unfortunately, it is not all good news especially for advertisers because it means they will have to rethink their ads and what the users want to see.

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