Apple doesn’t make money from ads (yet), so there is no harm and a lot of marketing benefit in pushing privacy from ad trackers. Google is an ad company, so good privacy controls in Chrome hurts them.

Safari privacy is a joke until I can install UBlock Origin on MacOS and iOS Safari. Until they support proper browser extensions outside of their App Store, Safari will remain a privacy leaking toy compared to chromium and gecko browsers.

Also the amount of bugs and missing features I face in Safari as a web developer is a nightmare.

Cute animations though.

I’d argue that Apple’s incentives are mostly aligned for privacy on Safari, but the incentives for it to spend its resources on Safari in general are not aligned. Apple has long had a native-app only outlook which has hampered its work on browsers for a long time.

>Apple doesn’t make money from ads (yet)

Apple doesn’t make money from web ads (yet). Although even that is changing as Apple now offer personalised Ads in Apps, they might one day offer that on the web as well.