Apple Intelligence Writing Tools
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Apple Intelligence launched on Monday with iOS 18.1, and Apple has released two new ads to show off some of the features with a dose of humor.
Apple's new iPhone 16 ad highlights Apple Intelligence features, including memory movie creation and writing tools. The ads demonstrate practical applications of these features and continue Apple’s tradition of using humor to make generative technology understandable.
The launch of iOS 18.1 introduces Apple Intelligence, a set of AI-powered features available on select iPhones, iPads, and Macs. These improvements are designed to make everyday tasks more intuitive and efficient.
Bringing Memories to Life with AI
The first ad focuses on creating memory movies. AI allows users to effortlessly compile and edit video content from their photo libraries, turning raw footage into polished clips. Apple Intelligence analyzes photos and videos, suggests content, organizes clips, and selects background music.
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Automated editing saves time and elevates personal storytelling. The ad humorously shows how AI can transform chaotic events into coherent narratives, making cherished memories more vivid and accessible.
Writing Tools to Help in the Workplace
Apple Intelligence’s new writing tools use AI to help users communicate more effectively. They offer smart grammar suggestions, rephrase content, and provide restructuring options while preserving the user’s voice. The AI can even detect the tone of text and suggest adjustments to make it more formal or conversational.
The ad showcases these tools in a relatable scenario where a user is struggling to compose a message. With the help of AI, casual writing is quickly transformed into polished prose, making it easier for users to articulate their thoughts. By simplifying the process of refining text, the writing tools support everyone from casual texters to professionals.
The ad isn’t Apple’s first attempt to highlight its AI-powered capabilities with humor. The company has previously released a series of lighthearted ads showcasing different aspects of Apple Intelligence. In this new round of videos, the tone remains consistent, focusing on how AI can help reduce common frustrations or simplify tasks while inspiring a smile.
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By using humor, Apple avoids overcomplicating the concept of AI for the average user. Instead of delving into technical details, the ads illustrate clear scenarios in which the benefits of the technology are immediately apparent. This approach educates and entertains, positioning Apple Intelligence as a useful tool rather than a futuristic abstraction.
To access these new Apple Intelligence features, users must update their compatible devices to iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1, available under Software Update in Settings. Once updated, the movie-making and memory-recording tools will be ready to use once Apple Intelligence is enabled.
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