Apple’s latest AI initiative, Apple Intelligence, has started rolling out to users who have downloaded the iOS 18.1 Beta on iPhone 15 Pro and iPhone 16 Pro devices in the U.S., offering an early glimpse of the company’s newest AI-powered capabilities. The tech giant also released three new spots showcasing these features starring The Last of Us’ Bella Ramsey.
Apple also released three new ads, created by TBWA\Media Arts Lab, showcasing these features. In the spots, the British actress uses Apple Intelligence to quickly remember someone’s name from a past meeting, summarize an important email for her agent, and whip up a video remembrance for a beloved pet.
Directed by Emmy-winner David Shane from O Positive and Oscar-winning cinematographer Erik Messerschmidt, the ads aim to present Apple’s AI in a light and approachable manner, showing its practicality in everyday situations. Watch below:
The new AI features in iOS 18.1 include the ability to summarize emails and websites in the Mail and Safari apps, use Writing Tools to proofread and change the tone of messages, and clean up photos by removing distractions with the Photos app.
Users can also create “Memories Movies” based on descriptions, and get reply suggestions for both emails and messages. Another notable addition is the ability to transcribe phone calls while recording them.
In December, iOS 18.2 will add two highly anticipated features: Image Playground and Genmoji. The Image Playground will allow users to create images based on descriptions, while Genmoji will generate personalized emojis, even from photographs stored in the Photos app. Additionally, Apple plans to integrate ChatGPT into Siri, enabling the virtual assistant to provide more personalized responses with user permission.
While useful features like email summarization and video creation are already available in the beta, Apple Intelligence’s most exciting capabilities, including “Personal Siri,” are expected to roll out next year, with many eager to see how it will shape the future of AI-driven user experiences on Apple devices.
The campaign will appear on broadcast, YouTube, online video, cinema in select markets and social media.
CREDITS:
BRAND: Apple
AGENCY: TBWA\Media Arts Lab, Los Angeles and Sydney
PRODUCTION COMPANY: O Positive Films
Director: David Shane
POST-PRODUCTION: Trafik
EDIT: Cut & Run
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
