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Chrome 69 earlier this September marked the 10th anniversary of the browser with a Google Material Theme and smarter Omnibox.

Back in July, Chrome Story spotted a Chromium commit and bug report detailing an experiment to change “the word “Incognito” to “Private” for users in select countries.”

Earlier this month, Chrome 70 for Android gained a flag titled “Alternate incognito strings” that swaps out Incognito mode to “Private” throughout the app.

This minor change is very straightforward and explicitly captures what users should do when they want to browse without leaving history, cookies, site data, and other activity.

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