Apple Intelligence's Writing Tools Feature Highlighted in Humorous Ads

Apple last week released iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1 with the first set of Apple Intelligence features on the iPhone, iPad, and Mac, including Writing Tools. Within the Writing Tools suite, there is an option to change the tone of text you write to be friendly, professional, or concise, along with the ability to have text summarized into key points. Apple highlighted these capabilities today in two humorous Mac ads.

Apple WWDC24 macOS Sequoia Writing Tools Rewrite 240610
In the first ad, a furious employee types out an angry, unprofessional email to a coworker who is apparently stealing their pudding. Before sending the email, they use Writing Tools to change the tone of the email to be friendlier.

In the second ad, an employee uses Apple Intelligence to quickly catch up on the key points in documents being discussed during a meeting.


Apple Intelligence is available on the iPhone 15 Pro, iPhone 15 Pro Max, any iPhone 16 model, any Mac with an M-series chip, and any iPad with an M-series or A17 Pro chip.

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Top Rated Comments

orev Avatar
12 hours ago at 06:42 am
How much Kool Aid has everyone drunk on AI, especially the Marketing people and the Executives who sign off on this crap? This is a sales pitch to the most lazy and incompetent people in the workplace.

I find it very strange that anyone thinks this is the future we want. So now every a**h*le and slacker can just skate by doing nothing at work, and rely on AI to make them look good, while the people who actually put in effort and do the work are supposed to be happy about it?

This is a true sign that the AI hype has gotten so out of control that everyone has lost their grip on reality.
Score: 14 Votes (Like | Disagree)
HobeSoundDarryl Avatar
12 hours ago at 06:46 am
I'm not digging some of the recent ads. The core messages seem to be problem solving- which can certainly be good- but the problems being solved are basically people putting one over on other people... like the (British?) girl forgetting the name of the guy... or the same girl not having done the work of reviewing the marketing message... or the wife forgetting the husband's birthday...



I would think there are many, MANY ways to show A.I. more positively than basically being tools for forgetful slackers... even if things like "forgetting" is a very real thing that can happen to any of us at any time. But hey, they are a $4T company and I'm just a lone consumer.

For example, what if the wife- like the daughters- remembered her husbands birthday and used A.I. to make the very same slideshow for him ahead of a last minute scramble? I would think that would "hit" just as well without it coming off like she basically put one over on him (and indirectly THEM- her own family). Is she "ge-ge-ge... genius"? Her "gift" to him is not even on HIS phone. Presumably, as soon as he and his daughters are done watching it, she takes her phone back. At least the daughter's gift is his to keep for more than a few minutes.

If the goal is to show how much smarter people can be by using A.I. than not, it could be demonstrated just as easily in positive messages vs. this "fool somebody" theme.
Score: 13 Votes (Like | Disagree)
elrojo69 Avatar
12 hours ago at 06:34 am
the past year of apple ad campaigns have been so drab. They used to be spunky, creative, and fun.
Score: 6 Votes (Like | Disagree)
SFjohn Avatar
12 hours ago at 06:38 am
While Apple isn’t the 1st to get into AI, they are the 1st to get AI right. They are the only company that puts your privacy firsthand and pass up on using your information to sell to other nefarious companies .
Score: 6 Votes (Like | Disagree)
tehabe Avatar
11 hours ago at 07:47 am
I just need a tool or hint that an email was written by an AI so I can ignore it.
Score: 5 Votes (Like | Disagree)
coffeemilktea Avatar
12 hours ago at 06:30 am
Apple might have added AI rewriting features to their e-mail services more than a year after Microsoft and Google did with theirs, but Apple's definitely got the much better ads. :cool:
Score: 4 Votes (Like | Disagree)