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With the launch of iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1, Apple is going all in on promoting Apple Intelligence. Today's iMac announcement was heavily focused on the Mac's Apple Intelligence features, and Apple has also shared two new Apple Intelligence ads.


Apple's first ad shows off Writing Tools, featuring an office worker who sends an email and uses the "Professional" rewriting feature to make it sound less casual. The well-crafted email impresses his boss.


The second ad features a woman who forgot it was her husband's birthday, so she whips up a quick Memory Movie slideshow on her iPhone as a gift.

Both Writing Tools and Memory Movies in the Photos app are new features that are available on devices running iOS 18.1, iPadOS 18.1, or macOS Sequoia 15.1. The updates launched to the public today.

Article Link: Apple Shares New Ads Highlighting Apple Intelligence Features
 
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adamw

macrumors 6502a
Sep 22, 2006
820
2,115
UPDATE: Apple has now approved and invited me to participate in using Apple Intelligence on my Mac Studio M2 Max. I just tried several of the the Writing Tools and was impressed. Not saying that they are perfect or great, but it seems to be a good start.

I tried to enable Apple Intelligence under System Settings on my M2 Max Mac Studio model after upgrading to macOS Sequoia 15.1 this morning. I got an option to be put on "The Waiting List" for Apple Intelligence. I am in the USA and English speaking, so why they wait? Anyone else is the USA seeing this "Waiting List" for Apple Intelligence message on a M1/M2/M3 Mac?
 
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antiprotest

macrumors 601
Apr 19, 2010
4,348
16,018
The capabilities and interface of the writing tools are very bad. Very awkward to use. And the results are just OK.

Edit: I am actually surprised. Apple worked on it for so long, and they ended up with this? On a positive note, the photo clean up feature works well enough for me.

Edit 2: Also, I tried the writing tool on some statements on a polemical essay I have been working on, and a message says the writing tool was "not designed for this type of content." 😂 It's not adult content or extremist content. It's just that the tone was a bit polemical and it tripped Apple's circuit breaker. 🤷‍♂️
 
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needsomecoffee

macrumors 6502a
May 6, 2008
518
1,196
Seattle
Usually do not care re: ads, but these (notably the office worker) are very, very, very cringe. Hopefully AI helps those striving to achieve greater things accomplish even more, rather than cover up laziness. Could greater accomplishment not have been your theme Apple ??? That office commercial... WOW. Does Warren work in Apple's software QA dept ?? If so, then explains a lot last few years. Also, not that anyone cares but me, I HATE the colorization of these ads. Remember the Apple logo with bright colors, these ads are the antithesis. I know dull, highly-tinted is considered cool, but it just drains the life/interest from me -- world is a colorful, beautiful place.
 

redbeard331

macrumors 68040
Jul 21, 2009
3,106
5,805
Usually do not care re: ads, but these (notably the office worker) are very, very, very cringe. Hopefully AI helps those striving to achieve greater things accomplish even more, rather than cover up laziness. Could greater accomplishment not have been your theme Apple ??? That office commercial... WOW. Does Warren work in Apple's software QA dept ?? If so, then explains a lot last few years. Also, not that anyone cares but me, I HATE the colorization of these ads. Remember the Apple logo with bright colors, these ads are the antithesis. I know dull, highly-tinted is considered cool, but it just drains the life/interest from me -- world is a colorful, beautiful place.

The second one has the Mexico filter.
 
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neotint

macrumors newbie
Sep 19, 2024
19
27
NYC
Hmm. Not sure if promoting unmindful transactional ways of being and inauthentic relationships is the "Apple" brand for any longterm humanistic value. So much cringe in these basic ad strategies that are no different than Google's ads normalizing technocratic ideologies. Wake up Apple.
 
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victorvictoria

macrumors 6502a
Oct 15, 2023
824
883
At last!

talk pretty.jpeg
 

GuilleA

macrumors 6502
Jun 8, 2015
403
619
Buenos Aires
Am I the only one feeling all these ads are tone-deaf, lack personal touch and glorify laziness/forgetfulness? Instead, they could have used this opportunity to show how these features could improve productivity in day to day scenarios.
Exactly. Fat bastard could easily be replaced by an AI. ****** wife might as well leave the guy.
 
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