Apple Shares Videos Showcasing iPhone 16 Pro With Apple Intelligence

[MacRumors]

Ahead of iPhone 16 pre-orders starting on Friday, Apple has shared three videos touting the benefits of iPhone 16 Pro with Apple Intelligence, with special reference to the Mail app, Photos app, and enhanced Siri.

Apple describes the trio of short videos, all of which star English actor Isabella Ramsey, in the following way:

• Custom memory: Create a custom memory movie by entering a description in Photos, and Apple Intelligence will find the best photos and videos to craft a storyline with its own narrative arc.
• Email summary: Tap to reveal a summary of a long email in the Mail app and cut to the chase. You can also view summaries of emails right from your inbox.
• More personal Siri: Equipped with awareness of your personal context, the ability to take action in and across apps, and richer language understanding, Siri will be able to assist you like never before.

Apple plans to introduce the first Apple Intelligence features with the release of iOS 18.1, which is expected to launch in October. Among the new capabilities are writing tools for generating and summarizing text, as well as a feature that provides concise summaries of notifications.

The Messages app will gain the ability to suggest replies, while a new function will allow users to record and transcribe phone calls. The Photos app will benefit from a new "Clean Up" tool, which is designed to swiftly remove unwanted objects from images.

Apple plans to make the Image Playground feature for generating images and the Genmoji feature for generating custom emoji available in iOS 18.2, which will likely be released in December.

Article Link: Apple Shares Videos Showcasing iPhone 16 Pro With Apple Intelligence

 

[JippaLippa]

I honestly found them a little cringe, this time.
I have seen better short ads from Apple, in the past.

 

[Khojmdn]

Are they getting desperate this year?

 

[AndiG]

I honestly found them a little cringe, this time.
I have seen better short ads from Apple, in the past.

Just "a little" cringe??? Without sound, it could be an ad for a horror movie.

 

[iphonehype]

this isn't really impressive though is it, its running on Open AI LLM?

 

[fooyork]

People are going to wonder where all these new features are when they set up their new 16 or 16 Pro... I don't really think Apple should be advertising these features as they won't start to roll out until next month, and some of the Siri improvements wont be available until at some point in 2025!

 

[zombierunner]

this is marketing for gen z brain rot edition

 

[orbital~debris]

That cut to the black frame with "Hello, Apple Intelligence" + glow, coupled with the song clip (with a nod to Apple's previous use of the word 'Genius') and the "oh yeah…!" 😏 smile Bella Ramsey gives is great.

Seems like it will be a strong ad campaign.

 

[bobjonesco]

I honestly found them a little cringe, this time.
I have seen better short ads from Apple, in the past.

They used to crush it.

 

[Pandyone]

These are… a little weird.

And they are too early to release them since the features are not ready.

 

[BelgianChoklit]

I thought last year's new iPhones were nice updates, especially the regular iPhone 15 which was a very solid upgrade over the iPhone 14. However, this year, they're both boring.

And imagine how boring it is for us Europeans, where Apple Inteligence, which was talked about for the largest part of the event, won't be available.

I've got an iPhone 15 Pro and was of course not expecting anything interesting, but the 16 Pro especially is disappointing. I'll be aiming for the twentieth of anniversary in 2027, I think the under display hidden Face ID will come in that model. I doubt they will remove the notch before then.

 

[BarrettF77]

Apple’s marketing has gotten so bad like I just can’t even begin to say how stupid their commercials have become since the Steve Jobs days

 

[cardfan]

this isn't really impressive though is it, its running on Open AI LLM?

Which won’t be released til around spring 2025. Siri stays dumb till then and even then you still have to have doubts because it’s Siri. But apple was smart to change to glow around edges to mislead. That’s marketing 101.

 

[Porco]

So what I’m getting from those ads is that Apple Intelligence is primarily a new way to deceive, distract and lie to other people.

It’s like a meta-commentary on advertising itself. Genius?

 

[Arran]

The first two are promoting inauthentic behavior. Not good.

If you forget someone‘s name, apologize and ask them again. If you didn’t read their email, be honest and say so. Both are more human, more genuine, and, while slightly awkward at first, will build healthier relationships.

The third video? I wasn’t sure what that was all about. But it didn’t condone faking it. Better, I guess.

 

[citysnaps]

Those are cute, simple, very easy to understand by non-tech people (Apple's main customer base of their 1 billion users), everyday examples of how one could use the new features made available by Apple's entry into AI.

It's not surprising they'll be routinely panned, ridiculed, and dismissed here, just like every other new Apple product introduction, going back more than two decades to when iPod (and iPhone, Watch, iPad, etc.) was released.

 

[klasma]

Email summary is the only one that will be semi-reliably useful in practice. Custom memories is a gimmick, and contextual awareness will be more miss than hit.

 

[klasma]

The first two are promoting inauthentic behavior. If you forget someone‘s name, then apologize and ask them again. If you didn’t read their email, then be honest and say so. Both are more human, more genuine, and, while slightly awkward at first, will build healthier relationships.

It's all about appearances with Apple.

 

[Arran]

It's all about appearances with Apple.

Or at least with their ad agency, it is.

Yes, an ad needs to grab consumers attention, but these are giving off a shady vibe. So obviously too. What’s up with Apple’s advertising lately?

 

[swingerofbirch]

The iPad Pro ad got pulled for suggesting it could replace artistic instruments.

These ads suggest the iPhone replaces human care, connection, and memory.

I'm not offended myself, but it is an interesting parallel.

To me, the problem is more that they're passing this stuff off as groundbreaking when it's been available in various forms for a long time (like Google Photos making videos for you, etc). And they're gatekeeping what is actually old tech (and at this point still vaporware on their part) behind thousand-dollar phones.

The original iMac made getting on the Internet cheaper and simpler.

This is making something that is already super simple and free (like chatting with Chat GPT) more expensive and not even available out of the gate—along with being convoluted (Siri, Apple Intelligence, Visual Intelligence, etc—too many names). I don't see them adding value. I see them trying to wrap themselves in a trend that they're not adding much to and probably making bad decisions on which features to add in order to shoehorn them into the idea of AI. They should focus on what they're good at, instead of following trends.

 

[JediStarWars]

I’m sold! That e-mail summary functionality completely blew me away. I was not convinced after the Apple event, but after those truly compelling ads, I will definitely be dropping $1,200 on the iPhone 16 Pro Max to get access to features like this. /s

 

[odedia]

This is terrible.

 

[Dawn of Individual Merit]

Will those be the next ads Apple will have to pull and apologise over?

I bet you they were made in-house, and there's no one left to say "Is it really a good idea to make it seem that our customers regularly deceive other people in work in private life, and our products help them with that"?

 

[citysnaps]

October 23, 2001: Who asked for a thousand songs in your pocket?

 

[sinoka56]

Can the AI catch up to marketing promises. 😂