Apple recently released two playful commercials that demonstrate how its Apple Intelligence writing tools can make office life a little easier — and perhaps even prevent some awkward situations.
Launched alongside iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1, Apple Intelligence marks the company’s first AI-driven suite of tools available on the iPhone, iPad, and Mac.
The latest ads spotlight these Writing Tools, which allow users to adjust the tone of their text to be friendly, professional, or concise or to summarize lengthy text into key points.
Both ads humorously feature Apple’s latest MacBook Pro models with the new M4 chip, cleverly tying the software updates to Apple’s latest hardware.
With the October 28 release of Apple Intelligence and the November 8 availability of the new MacBook Pro, the tech giant has been ramping up advertising the capabilities of its new AI tech.
Through humorously witty spots, Apple is able to maintain its distinct brand voice, further endearing itself to users while widening its reach.
Everyday Workplace Help from AI
In true Apple style, the videos take a lighthearted approach to show how artificial intelligence can assist with those frustrating or embarrassing moments we all face at work.
The campaign reflects Apple’s commitment to making everyday work smoother with innovative, user-friendly tech.
The first spot, titled “Change Your Tone,” opens with a frustrated man in the office kitchen who discovers yet again that someone has stolen his pudding.
As he returns to his desk, he begins furiously typing an email addressed to the “inconsiderate monster” who took it.
Mid-rant, he notices a teddy bear on his desk with a “Find your kindness” message, inspiring him to use the Apple Intelligence Writing Tool to revise his email to a friendlier tone.
Moments later, a coworker returns the pudding, complimenting his “beautiful words,” and he finally gets to enjoy his snack.
The commercial closes with the message, “Change your tone,” alongside the Apple Intelligence logo, leaving viewers with a fun look at how AI can help ease minor workplace irritations.
Meanwhile, “Catch Up Quick” captures an office worker named Lance scrambling in a meeting.
When asked to lead a document review he hasn't prepared for, Lance quickly excuses himself, rolls out of the meeting room in his chair, and uses Apple Intelligence on his MacBook to summarize the document’s key points.
Re-entering the room, he confidently dives into the review, saved by Apple’s Writing Tools.
Both ads end with the tagline “Apple Intelligence now on Mac,” reinforcing the brand's positioning of its products as helpful partners in everyday work life.
Previously, the tech giant released spots introducing two features of Apple Intelligence: Writing Tools and Memory Movies.
