So apple intelligence is mostly useful to stupid people? Great ads...
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Apple Shares New Ads Highlighting Apple Intelligence Features
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I keep picturing business, academic, and publishing hierarchies with everyone relying on AI to compose and send emails, reports, and papers, and using it to reply to the same, provide feedback on, and even approve them.
The humans won't be doing anything, but there will be all sorts of activity among the AI bots!
Brave New World!
——————
Real world parallel. Students have been using off-shore paper mills to buy their course term papers — and professors have been using off-shore grading mills to evaluate submitted class papers. Put them together and you have the very scenario I outline, already going on!
Only no one will have to buy anything — the AI bots will do it all.
The degrees and promotions should be given to the bots, not the people!
The humans won't be doing anything, but there will be all sorts of activity among the AI bots!
Brave New World!
——————
Real world parallel. Students have been using off-shore paper mills to buy their course term papers — and professors have been using off-shore grading mills to evaluate submitted class papers. Put them together and you have the very scenario I outline, already going on!
Only no one will have to buy anything — the AI bots will do it all.
The degrees and promotions should be given to the bots, not the people!
I'm not sure if we should be surprised by some of these use-cases. There's a fine line between the huge benefit of "info at our fingertips" that the internet has provided, and "no longer think/work for yourselves". Some of AI's uses simply leap right over that line rather than toeing it...
I really never thought we'd get to a place like this with Apple of all companies
To me, the leadership is completely lost and needs a full overhaul at this point
Everything they do that isn't simply "updating an existing thing, slightly" has been pretty much a bomb
The AI stuff is of highly questionable utility, Siri still sucks, Car was a waste of time and money, AVP was a flop of biblical proportions.... this is on the heels of the AirPower failure, Butterfly keyboard massive mishap, TouchBar mistake... on ... and on.. and on...
I guess Airpods are going ok? (not the Max) .. so there's that?
To me, the leadership is completely lost and needs a full overhaul at this point
Everything they do that isn't simply "updating an existing thing, slightly" has been pretty much a bomb
The AI stuff is of highly questionable utility, Siri still sucks, Car was a waste of time and money, AVP was a flop of biblical proportions.... this is on the heels of the AirPower failure, Butterfly keyboard massive mishap, TouchBar mistake... on ... and on.. and on...
I guess Airpods are going ok? (not the Max) .. so there's that?
"Apple Intelligence, it's made for terrible human beings. Just like you!"
They really needed to workshop these ads a bit more I think.
They really needed to workshop these ads a bit more I think.
Something fun about macrumors is it’s against the rules to publish AI written content. Gonna be interesting how they deal with that soon!
Regardless, here’s how GPT came up with a better ad campaign than these two. Read it now before it gets deleted!
Understood! Let’s go for something entirely different and unexpected, focusing on unconventional scenarios that show the versatility of these tools in fun, surprising ways. Here’s a fresh direction:
Writing Tools Ad: “Epic Adventure Emails”
Concept: Instead of focusing on a typical email situation, let’s show how Writing Tools can transform even the most mundane communication into something epic.
Ad Description: A hiker deep in the wilderness sends a quick check-in email to family. As they write, they decide to spice things up, using Writing Tools to transform it from a simple message into an “Epic” update: “Battled fierce winds, conquered towering peaks!” Cut to their family at home, eyes wide, reading an exaggeratedly heroic tale of the hike. The tagline: “Turn any message into an adventure.”
Tone: Fun and exaggerated, showing how Writing Tools can add unexpected flair to everyday communication, just for the fun of it.
Memory Movie Ad: “A Day in the Life of a Houseplant”
Concept: Rather than making a Memory Movie for people, let’s apply it to something completely unexpected—like a houseplant.
Ad Description: A person decides to document the “life” of their beloved houseplant. Using their iPhone, they capture a time-lapse of the plant’s daily routine, complete with “exciting” moments like basking in sunlight or getting watered. They use Memory Movie to edit it with dramatic music and cinematic effects. The result? An intense mini-movie about the life of a houseplant that’s both hilarious and oddly touching. The tagline: “Find the extraordinary in the everyday.”
Tone: Quirky and humorous, showing how Memory Movie can make any subject—even a houseplant—feel like a Hollywood star.
These concepts take the focus entirely away from productivity and practicality, instead celebrating the sheer fun of turning ordinary moments into something unexpectedly delightful. They showcase AI as a tool for creativity and humor, rather than efficiency.
Regardless, here’s how GPT came up with a better ad campaign than these two. Read it now before it gets deleted!
Understood! Let’s go for something entirely different and unexpected, focusing on unconventional scenarios that show the versatility of these tools in fun, surprising ways. Here’s a fresh direction:
Writing Tools Ad: “Epic Adventure Emails”
Concept: Instead of focusing on a typical email situation, let’s show how Writing Tools can transform even the most mundane communication into something epic.
Ad Description: A hiker deep in the wilderness sends a quick check-in email to family. As they write, they decide to spice things up, using Writing Tools to transform it from a simple message into an “Epic” update: “Battled fierce winds, conquered towering peaks!” Cut to their family at home, eyes wide, reading an exaggeratedly heroic tale of the hike. The tagline: “Turn any message into an adventure.”
Tone: Fun and exaggerated, showing how Writing Tools can add unexpected flair to everyday communication, just for the fun of it.
Memory Movie Ad: “A Day in the Life of a Houseplant”
Concept: Rather than making a Memory Movie for people, let’s apply it to something completely unexpected—like a houseplant.
Ad Description: A person decides to document the “life” of their beloved houseplant. Using their iPhone, they capture a time-lapse of the plant’s daily routine, complete with “exciting” moments like basking in sunlight or getting watered. They use Memory Movie to edit it with dramatic music and cinematic effects. The result? An intense mini-movie about the life of a houseplant that’s both hilarious and oddly touching. The tagline: “Find the extraordinary in the everyday.”
Tone: Quirky and humorous, showing how Memory Movie can make any subject—even a houseplant—feel like a Hollywood star.
These concepts take the focus entirely away from productivity and practicality, instead celebrating the sheer fun of turning ordinary moments into something unexpectedly delightful. They showcase AI as a tool for creativity and humor, rather than efficiency.
Writing professionally is something tought at schools. If someone can’t even do that without resorting to “AI”, they’re not qualified for an office job.
this checks out. they created the only man who would be less intelligent than apple intelligence.
Their ads are so offensive and basically make their customers look like fat, stupid, and inarticulate bozos. Well done Tim Cook, you should be proud to call yourself the one who drove this company back to the graveyard Steve Jobs dug it out of.
I really don't even know what to say after watching these aside from being appalled, disgusted, and most of all disappointed that this is what the brand I used to love beyond others is now doing....
Really Apple?
The feature that is the centre of all your Marketing efforts for Q4, and you decide to showcase the users as slackers.
First, a wife that doesn't cae about her husband's birthday and the husband is very naive and doesn't know that it took her 2 minutes to do an "emotional video" and the second one, a slacker, lazy project manager that is delegating work to the corner office...
WOW!
The feature that is the centre of all your Marketing efforts for Q4, and you decide to showcase the users as slackers.
First, a wife that doesn't cae about her husband's birthday and the husband is very naive and doesn't know that it took her 2 minutes to do an "emotional video" and the second one, a slacker, lazy project manager that is delegating work to the corner office...
WOW!
True, and your point is made perhaps a bit more ironically by the fact that you misspelled "taught." I point this out only because it made me chuckle. Typos happen.
touche! 😆 though spell check pre-dates AI
not fully relevant for this case, and this sounds like an excuse, but my MBP sometimes miss letters if I type too fast.
these ads are terrible, wtf is Apple doing?
Reading through the comments here and other AI related articles on this site, I generally see a lot of complaints. I think people were expecting some magical new world with AI and that Apple would be at the forefront of consumer facing use cases. Really, I just think the AI hype has lead to unrealistic pressure (stock price) and Apple partially caved. making promises that didn't match expectations.
I wonder if the real problem is that AI has the potential to be immensely powerful but no one has really figured out how to deploy it in a manner that is most ethical and respectful of human intelligence, creativity and dignity. Through this lens, the problem with Apple’s AI commercials (and Microsoft) is that the use cases disrespect human talent and effort. Why should the lazy guy have a job when he can't do the job? Use our AI and get by! From Microsoft: my kid doesn't like to write to grandma, let AI write her a “perfect” letter!
Along the lines of Apple and AI, I really wish Steve Jobs was around to see this technology and give his thoughts on it. Say what you will about him and all his faults, but he was insightful on the topic of technology and its utility to regualr people. I would be really curious to see how he would think about AI and its uses and potential to displace human creativity and effort.
I don't think anyone currently at Apple has convincingly stated Apple's vision and approach for AI. At least not clear enough to stop people from having unrealistic expectations. I think this also ties right in to the reactions to the AI commercials and actually best exemplified by the iPad “Crush” commercial. All technology should be empowering to people, not crushing. Apple hasn’t clearly communicated this vision. This why these commercials feel "off" and "fall short".
I wonder if the real problem is that AI has the potential to be immensely powerful but no one has really figured out how to deploy it in a manner that is most ethical and respectful of human intelligence, creativity and dignity. Through this lens, the problem with Apple’s AI commercials (and Microsoft) is that the use cases disrespect human talent and effort. Why should the lazy guy have a job when he can't do the job? Use our AI and get by! From Microsoft: my kid doesn't like to write to grandma, let AI write her a “perfect” letter!
Along the lines of Apple and AI, I really wish Steve Jobs was around to see this technology and give his thoughts on it. Say what you will about him and all his faults, but he was insightful on the topic of technology and its utility to regualr people. I would be really curious to see how he would think about AI and its uses and potential to displace human creativity and effort.
I don't think anyone currently at Apple has convincingly stated Apple's vision and approach for AI. At least not clear enough to stop people from having unrealistic expectations. I think this also ties right in to the reactions to the AI commercials and actually best exemplified by the iPad “Crush” commercial. All technology should be empowering to people, not crushing. Apple hasn’t clearly communicated this vision. This why these commercials feel "off" and "fall short".
I personally just wish Apple would have let the AI hype play out longer before rushing in like this
It's still very much unclear how useful, if at all, any of what we've seen from AI so far will actually end up being.
I am really turned off by tools to empower folks to have the computer "re-write" things for them.
I don't want to read messages from people that aren't really "them" or representing how they communicate, flaws and nuance and all ... those are things that are a part of communicating with a given person.
Homogenizing everything down to computer reshuffled output is just basically create garbage content IMO
As a person who is able to write, I don’t take much issue with AI communication. AI writing takes the busy work out of some tasks. However, at least for now, it lacks style and intention.
And the woman walks away from her family to the camera with a kinda sad, checked out look on her face. The rest of the family is happy and together with the dad, but she seems miserable. Leaves me feeling pity for her and the family dynamic.
Ads should make you feel good after you watch it, so you feel about the company and product…
Ads should make you feel good after you watch it, so you feel about the company and product…
Dang. Same for me. iOS 18.1 iPhone 15.
Show me photos of my cat:
Just opens photos app, goes nowhere.
Show me photos of Dad:
Looks up images of random dads from the web.
Holy crap, that is genuinely better than what Apple did and I would’ve liked to have seen those!
Thank you, thank you. I’d like to think it’s all about the prompts! The first few times it just basically redid the Apple ads very similarly. And they were basic and lame.
If you think about it, ads for AI are a real challenge. Because AI when it works well is not a bicycle for the mind. It’s seriously just a replacement for it.
Too late now tho
It's bordering on illegal trade practices.
I'm not one for people "suing" because they don't like something, but when you get into situations where a product is advertised to do something it does not do, that's a textbook case of fraudulent marketing practices. Maybe they will get there one day, but why make outrageous claims that your product is incapable of meeting? At the very least you are risking high product return rates.