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Incognito isn't a setting you switch off — it's a separate window you close. On desktop, click the X in the corner of the incognito window, or press Ctrl + Shift + W (Windows) or ⌘ + Shift + W (Mac) to close all incognito tabs at once. Your normal browser window stays open.
On Chrome (Windows, Mac, Linux):
On iPhone and iPad (Safari):
Safari remembers which mode you were in, so if it keeps opening in private browsing, this is why — switch it back once and it will stay.
On iPhone (Chrome app): tap the tabs icon at the bottom, then tap the regular tabs icon (the square) instead of the incognito icon. Swipe away the incognito tabs to close them.
On Android (Chrome):
Other browsers:
How to stop it opening in incognito every time: this is nearly always the browser reopening the mode you last used. In Safari on iPhone, switch to a regular tab group as above and it will remember. On desktop Chrome, check that your shortcut doesn't have -incognito appended to the target — right-click the shortcut, choose Properties, and remove it if present. Some managed or work devices also force incognito through policy, which you can't change yourself.
A useful clarification on what incognito actually does. It's more limited than most people assume:
It does hide: your browsing history, cookies, site data, and form entries on that device, once you close the window.
It does not hide: your activity from your internet provider, your employer or school network, the websites you visit, or your IP address. It also doesn't stop malware, and any files you download or bookmarks you save remain after you close it.
So incognito is essentially about keeping things off your local device's history — useful for shared computers, signing into a second account, or checking prices and search results without your history influencing them. It is not anonymity.