Apple Intelligence is here! The Apple AI ad campaign shows us how

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With AI (Artificial Intelligence) making its way into our lives all around the systems, smart phones are obviously going to be a part of the game. Samsung launched its own AI equipped smartphones earlier this year, and now Apple has done it too!

The new Apple Intelligence is making a nice buzz around the town. It has some pretty cool features along with Apple’s underlying promise of Consumer Data Security. The new Apple AI will help you write smarter and edit photos and videos better.

In order to make their message crystal clear to consumers, Apple launched a couple of Ads with its in-house team to reach out to the audience. Let’s look at the ads.

1. Apple Intelligence | Writing Tools | iPhone 16

In this funny ad, it shows an employee with not the best professional writing/emailing skills sending an email to his boss. He types on his iPhone 16 and asks the AI to convert it to professional before sending. The boss receives the email and reads in disbelief at how the employee was able to send such a professional email. It think It relates perfectly to the current generation of youngsters (Gen Z) and makes it clear how useful this app could be.

2. Apple Intelligence | Create memory movies | iPhone 16

The second ad is about a wife who forgets her husband’s birthday. As her children gather around to wish their dad, she realises that she had forgotten the birthday. So she quickly whips out her phone and gets Apple AI to put together a video of their memories together thus saving the day for her. This ad relates well to most of the older folks as well, the millennials and even Gen X. People tend to forget as life gets busy. This ad shows how handy it could be to arrange and collate out memories in the photo album.

Overall, the ad campaign was made with the clear objective of showing how the new Apple AI would make the consumer feel.

Even the jingle behind sings about the user being a genius or feeling like being a genius. I think it does make an impression. It skips a lot of the functional features of the AI. For example, there are now features to remove objects inside the photos, Siri has become more intelligent in recognising our voices and intents even if we stutter, etc.

But possibly, it is because the ad makers wanted to keep the highlight on the consumer and how the consumer would feel using the Apple AI, instead of focusing on the features and the product. I feel this is deliberate, because Apple under Steve Jobs, was always about the consumer, and not about the product.

You could build the funkiest of features in any product, but ultimately, it is not the features that matter, but how they make the consumer feel that matters.

Thumbs up to the makers of this ad, and thumbs up to Apple!