Apple Intelligence Touts Writing Tools and Memory Movies in Two New Spots

Apple is back with its intuitive and all-too-relatable ads — this time, to showcase the potential of its state-of-the-art personal intelligence system, Apple Intelligence. 

Two new spots from the tech giant spotlight the Writing Tools and Memory Movie features of its generative AI, showing viewers how easily they can turn day-to-day activities like writing emails and producing photo slideshows into something extraordinary.

The two features showcased, along with all that Apple Intelligence offers, will be available on the iPhone 16 models starting this week. 

The commercials are set to air on YouTube, online video, broadcast, and social media channels. 

The personal system leverages the power of Apple silicon to understand human language and make sense of images. Additionally, it draws knowledge from app activities to simplify daily activities. 

We all know that AI is changing the game, turning once-time-consuming tasks into split-second actions.

Apple's latest commercials lean into this wittily, spotlighting relatable scenarios that build emotional bonds and strengthen Apple's brand identity.

Apple Intelligence in Action

Directed by Emmy Award-winning director David Shane, the first spot, "Write smarter," showcases Apple Intelligence's Writing Tool feature.

It starts off with Warren, a visibly bored employee in his office, doing all sorts of activities to pass the time — from playing with tape to sealing envelopes with his tongue. 

But once he snaps into work mode, he begins drafting an email to his boss with overly casual language.

"Hey J. Been thinking, this project might need a bit... zhuhzing. But you're the big enchilada. Holler back, Warren," reads the email. 

Apple Intelligence then transforms his laid-back message into a polished, professional email with the tap of a button.

The spot ends with Warren’s boss, Jay, peering over from his office, clearly impressed by his professional tone — all thanks to Apple Intelligence.

The second spot, "Create Memory Movies," shows a family celebrating the father's birthday by giving him gifts, despite his plea for “no gifts.”

Mom, realizing she took his request seriously while everyone else didn’t, quietly panics.

After the daughter hands her dad a hammer with his initials marked on the handles, mom springs into action, creating a heartfelt slideshow on the spot using Apple Intelligence’s Create a Memory Movie feature.

Impressed by her last-minute gift, the dad and the kids gather around to watch the video, sharing a heartfelt moment together on the couch.

Previously, Apple created ads to show the capabilities of its new iPhone 16 in a series of spots starring "Last of Us" actress Bella Ramsey.