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Apple Intelligence's Writing Tools Feature Highlighted in Humorous Ads

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Apple last week released iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1 with the first set of Apple Intelligence features on the iPhone, iPad, and Mac, including Writing Tools. Within the Writing Tools suite, there is an option to change the tone of text you write to be friendly, professional, or concise, along with the ability to have text summarized into key points. Apple highlighted these capabilities today in two humorous Mac ads.

Apple-WWDC24-macOS-Sequoia-Writing-Tools-Rewrite-240610.jpg

In the first ad, a furious employee types out an angry, unprofessional email to a coworker who is apparently stealing their pudding. Before sending the email, they use Writing Tools to change the tone of the email to be friendlier.



In the second ad, an employee uses Apple Intelligence to quickly catch up on the key points in documents being discussed during a meeting.


Apple Intelligence is available on the iPhone 15 Pro, iPhone 15 Pro Max, any iPhone 16 model, any Mac with an M-series chip, and any iPad with an M-series or A17 Pro chip.

Article Link: Apple Intelligence's Writing Tools Feature Highlighted in Humorous Ads
 
Article Link
https://www.macrumors.com/2024/11/04/apple-intelligence-writing-tools-ad/
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Rest of the industry: "Look at this new, next big thing!"
Apple: "Yeah, whatever..."
 
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The pudding one was funny.

The prospectus one highlighted everything wrong with AI reliance. Enabling slackers. I would be livid if one of my employees didn’t educate themselves before a financial meeting. That’s a senior executive’s job! Lol.

Edit: clearly some people didn’t get the joke…
 
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While Apple isn’t the 1st to get into AI, they are the 1st to get AI right. They are the only company that puts your privacy firsthand and pass up on using your information to sell to other nefarious companies.
 
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How much Kool Aid has everyone drunk on AI, especially the Marketing people and the Executives who sign off on this crap? This is a sales pitch to the most lazy and incompetent people in the workplace.

I find it very strange that anyone thinks this is the future we want. So now every a**h*le and slacker can just skate by doing nothing at work, and rely on AI to make them look good, while the people who actually put in effort and do the work are supposed to be happy about it?

This is a true sign that the AI hype has gotten so out of control that everyone has lost their grip on reality.
 
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I'm not digging some of the recent ads. The core messages seem to be problem solving- which can certainly be good- but the problems being solved are basically people putting one over on other people... like the (British?) girl forgetting the name of the guy... or the same girl not having done the work of reviewing the marketing message... or the wife forgetting the husband's birthday...


I would think there are many, MANY ways to show A.I. more positively than basically being tools for forgetful slackers... even if things like "forgetting" is a very real thing that can happen to any of us at any time. But hey, they are a $4T company and I'm just a lone consumer.

For example, what if the wife- like the daughters- remembered her husbands birthday and used A.I. to make the very same slideshow for him ahead of a last minute scramble? I would think that would "hit" just as well without it coming off like she basically put one over on him (and indirectly THEM- her own family). Is she "ge-ge-ge... genius"? Her "gift" to him is not even on HIS phone. Presumably, as soon as he and his daughters are done watching it, she takes her phone back. At least the daughter's gift is his to keep for more than a few minutes.

If the goal is to show how much smarter people can be by using A.I. than not, it could be demonstrated just as easily in positive messages vs. this "fool somebody" theme.
 
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The irony of "Catch up Quick" is that it illustrates why we don't need a human to "go over the prospectus" and how AI is allowing non motivated under achievers to find success in an outdated corporate environment. I'm guessing this is _not_ the message Apple was going after?
 
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doobydoooby said:
Well, that's all very well, but apparently, my Intel Mac Pro with 96GB of RAM can't cope with it. And yet, the same computer does the same thing without breaking a sweat if I just ask in Spark or Grammarly. What gives, Apple?
Click to expand...
The software uses the Neural Engine in Apple Silicon
Your roided out dinosaur doesn’t have one
Doesn’t matter if you have a GPU capable of inference, Apple Intelligence can’t use it
Sorry 🤷‍♂️
 
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McWetty said:
The pudding one was funny.

The prospectus one highlighted everything wrong with AI reliance. Enabling slackers. I would be livid if one of my employees didn’t educate themselves before a financial meeting. That’s a senior executive’s job! Lol.
Click to expand...
That pudding one was funny, I didn't see the other one...
 
doobydoooby said:
Well, that's all very well, but apparently, my Intel Mac Pro with 96GB of RAM can't cope with it. And yet, the same computer does the same thing without breaking a sweat if I just ask in Spark or Grammarly. What gives, Apple?
Click to expand...
I imagine if you haven't exhausted your funds with the 96GB RAM you have enough for a basic new computer or phone with the new guts necessary. You can go way easier on the RAM and get modern results.
 
doobydoooby said:
Well, that's all very well, but apparently, my Intel Mac Pro with 96GB of RAM can't cope with it. And yet, the same computer does the same thing without breaking a sweat if I just ask in Spark or Grammarly. What gives, Apple?
Click to expand...
Because Spark and Grammarly are offloading the work to their Clouds while Apple Intelligence leans on their bespoke hardware.

Come on. You know this. We, who pay attention, also know this. Apple is encouraging their users to get onboard with Apple Silicon.
 
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doobydoooby said:
Well, that's all very well, but apparently, my Intel Mac Pro with 96GB of RAM can't cope with it. And yet, the same computer does the same thing without breaking a sweat if I just ask in Spark or Grammarly. What gives, Apple?
Click to expand...
I wondered about that as well? Maybe there is something specific about the model such that it doesn't run well on a GPU, but only on an NPU? Have no idea, but at least Math Notes (maybe not the full offering) and recognising text in pictures works on MP7.1 :)
 
doobydoooby said:
Well, that's all very well, but apparently, my Intel Mac Pro with 96GB of RAM can't cope with it. And yet, the same computer does the same thing without breaking a sweat if I just ask in Spark or Grammarly. What gives, Apple?
Click to expand...

What gives, Apple??? Your wallet gives. 💰💰💰

A.C.I. (Apple Corporate Intelligence) has decided it's time to press you to buy again. Shareholders need to feed their families. ;)
 
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mrhick01 said:
Because Spark and Grammarly are offloading the work to their Clouds while Apple Intelligence leans on their bespoke hardware.

Come on. You know this. We, who pay attention, also know this. Apple is encouraging their users to get onboard with Apple Silicon.
Click to expand...

Apple is choosing not to let this run on intel systems, but it would work fine.

You know it, I know, the American People know it.®️ 🇺🇸

(getting my political kicks in today since I disconnect from the internet and media on election day. 😛)
 
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SFjohn said:
While Apple isn’t the 1st to get into AI, they are the 1st to get AI right. They are the only company that puts your privacy firsthand and pass up on using your information to sell to other nefarious companies .
Click to expand...

Well lets be careful how we define "right" here.

I'm waiting for the first time it hallucinates something out of context or subtly different to what was expected resulting in someone getting fired or sued. It is one of those areas where 75% right, the best model figures we have, is not good enough.
 
SFjohn said:
Apple isn’t the 1st to get into AI, but they are the first to get it right. Apple is the only company that puts your privacy with AI as its primary feature.
Click to expand...

There is more to getting it right than privacy; getting the wording, the context, and the content correct, without sounding like a robot.

I'm not having any AI write my emails, currently. We are 100% prohibited from using any form of AI on company computers, so haven't tried it in the workplace. The major AI companies are domain-blocked.

For now, on my personal systems, Apple AI is turned off.
 
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