New Apple Intelligence ads show off memory movies and Writing Tools

Apple's new iPhone 16 ads highlight its Apple Intelligence capabilities, including memory movie creation and writing tools. The ads showcase practical applications of these features and continue Apple's tradition of using humor to make the generative technology relatable.

The launch of iOS 18.1 introduces Apple Intelligence, a suite of AI-powered features available across select iPhones, iPads, and Macs. These enhancements aim 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 media libraries, transforming raw footage into polished clips. Apple Intelligence analyzes photos and videos, suggests content, arranges clips, and selects background music.

The automated editing saves time and elevates personal storytelling. The ad humorously depicts how AI can turn chaotic events into cohesive narratives, making cherished memories more vivid and accessible.

Writing Tools helping 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 identify the text's tone and suggest adjustments to make it more formal or conversational.

The ads showcase these tools in a relatable scenario where a user struggles to craft a message. With the AI's assistance, mundane 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.

These ads are not Apple's first attempt to humorously highlight AI-driven capabilities. The company previously released a series of light-hearted ads showcasing various aspects of Apple Intelligence. With this new round of videos, the tone remains consistent, focusing on how AI can help reduce common frustrations or simplify tasks while evoking a smile.

By using humor, Apple avoids overcomplicating the concept of AI for the average user. Instead of diving into technical intricacies, the ads illustrate relatable scenarios where the technology's benefits are immediately apparent. This approach educates and entertains, positioning Apple Intelligence as a helpful 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 through the Software Update section in Settings. Once updated, the memory movie and writing tools are ready to use once Apple Intelligence is toggled on.