https://tidbits.com/2024/11/11/misguided-apple-intelligence-ads/ Skip to content TidBITS Thoughtful, detailed coverage of everything Apple for 34 years and the TidBITS Content Network for Apple professionals Menu [ ] Enter Search Log In Username or Email Address [ ] Password [ ] Log In Forgot password? * Weekly Issues + #1731: M4 Mac mini, M4 MacBook Pro, 16 GB MacBook Air memory, Apple Q4 2024 results, Apple acquires Pixelmator + #1730: First Apple Intelligence features ship, new M4 iMac, Postbox acquired, app purchase history, protect yourself from unauthorized location tracking + #1729: New iPad mini, Online Check reports Internet outages, multi-device wireless chargers, cryptocurrency attacks + #1728: Messages via satellite, secure iPhone sharing with Guided Access, turbocharge the Finder with FileUtils, CA laws on AI + #1727: OS bug fixes, trouble opening Office files, iPhone 16 Pro 48-megapixel macro photos, facial recognition in smart glasses + All Back Issues * TidBITS Talk + Post Comments + Discussions + Site Feedback + SlackBITS * Membership + Benefits + Join TidBITS! + TidBITS Members * Get TidBITS + Email + Apple News + Facebook + Google News + iOS App + RSS + Twitter + YouTube * Categories + Apple Inc. + Apple TV + Apple Watch + Enterprise + Entertainment + Home Automation + Inside TidBITS + iPhone, iPad, & iOS + Just for Fun + Mac & macOS + Mac App Updates + Media Creation + Networking + Opinion + Problem Solving + Productivity + Security + Tech News + Tip Adam Engst 11 November 2024 5 comments Misguided Apple Intelligence Ads Share * Email * Apple apparently hasn't learned much from the criticism it took earlier this year for an ad showing creative works unceremoniously crushed in an industrial press (see "Apple Apologizes for Tone-Deaf "Crush!" iPad Pro Ad," 10 May 2024). A pair of new ads for Apple Intelligence portray the Writing Tools and Memories movies as tools for those unwilling to put in any effort. In the first ad, Apple Intelligence enables a goof-off who wastes time and annoys his colleagues to surprise his boss with an unexpectedly well-written email. It's not clear that the boss is impressed; he just can't believe the guy would have written a professional message. Is the message that Apple Intelligence is aimed at the perpetually lazy? Where's the positive ad with a dyslexic child using Writing Tools to proofread a school essay or a businessperson using it to understand a complex report dumped on them minutes before a meeting? The second ad channels a similar suggestion--that Apple Intelligence is a crutch for the thoughtless. In it, a woman realizes that she has forgotten her husband's birthday only after their kids give him thoughtful, homemade gifts, so she quickly uses Apple Intelligence to create a Memories movie of the children doing woodworking with their father. Apple Intelligence to the rescue! Apparently, making a Memories movie is easier than creating a repeating annual calendar event. Why would Apple want to promote the idea that Apple Intelligence can bail you out from failing to pay attention to the most important people in your life? It's trivially easy to imagine positive scenarios enhanced by a Memories movie, such as a teen sharing photos with an ailing grandparent in the hospital or high school friends reconnecting over shared sports photos. They might be a touch cloying, but Memories movies trend in that direction anyway. As it stands now, and likely as it will be in its next release, Apple Intelligence won't change the world or even your everyday Mac experience. But it can make a difference for some, and Apple would be better served by showing it helping those who are already trying to do good work and be good people. Imagine you work at Apple's ad agency. What ads would you like to see showcasing Apple Intelligence features? Subscribe today so you don't miss any TidBITS articles! Every week you'll get tech tips, in-depth reviews, and insightful news analysis for discerning Apple users. For over 33 years, we've published professional, member-supported tech journalism that makes you smarter. [ ] Email Address Subscribe Registration confirmation will be emailed to you. This site is protected by reCAPTCHA. The Google Privacy Policy and Terms of Service apply. macOS Hidden Treasures: Quick Look Apple Inc. Apple Intelligence Opinion Comments About Misguided Apple Intelligence Ads Notable Replies 1. [14442_2] Charles Hartley 11 November 2024 I transcribe very old deeds by reading them aloud into BBEdit (or any text gathering app) and am constantly having to find and replace misspellings of words like "heirs" and "thence" which comes out as "fence" or "since." It would be great for an ad to show someone doing this kind of task, and when the app mistypes one of these words, the ad shows the speaker pause, highlight the word, correct it and then have the AI remember the correction the next time it comes up. 2. [64] Halfsmoke 11 November 2024 Avatar for ace Adam Engst: What ads would you like to see showcasing Apple Intelligence features? I'll go with Apple Intelligence being used by Apple designers and developers to help them Think Different(tm) and to ship hardware and software that Just Works(tm). ;-) Seriously, now, I don't know if the current ad campaign is a symptom of tone deafness at Apple or simply a marketing decision to target user segments that respond to consumer-packaged-goods style ads. The "bumbling parent" and "surprised authority figure" themes are extremely common in ads for products such as paper towels, laundry detergent, and processed foods. I'd also say the current wave of ads does not have the same focus or themes as the earlier ads that attacked a key Apple customer segment. I agree it was extraordinarily arrogant of Apple to seemingly approve of the destruction of graphic creatives' jobs. 3. [3272_2] Michael Paine 11 November 2024 I was reading an interesting astronomy article at BBC. At the foot of the page was a short list of "related" articles. It was evident that they were created by (questionable) AI e.g. "Manchester mayor opens partnership hub"! I thought some lazy editor has not checked the actual relevance of the links. Then I switched to Tidbits and read Adam's article that indicates Apple is targeting the lazy in its AI ads. 4. [64] Diane D 11 November 2024 Same. THAT would be very helpful. Like adding a frequently used acronym to your dictionary. Diane 5. [4442_2] Joe Mac User 11 November 2024 While the moving and serious kinds of ideas suggested here would be great, I have zero problem with the current funny ads for Apple Intelligence. I doubt someone is taking them seriously like, "I'm a lazy slob, too! I can use Apple Intelligence to make up for when I forget a birthday or prepare for work!" BTW, there are two more ads you missed, "Catch up quick" and " Change your tone". 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