Apple finally unveils the first general public uses of its artificial intelligencethrough two new advertising spots. These demonstrations focus on two key featuresd’Apple Intelligencewhich are gradually arriving on the brand's devices withthe arrival of iOS 18.1. As is often the case with Apple, the ads are quite successful and quite funny... but for now, they lack a little substance.
Communicate without getting too tired
The first spot features an office worker, Warren, who doesn't really seem to be bursting with energy. Right in the middle of an open space, the latter is clearly bored and remains completely idle. The moment comes whenhe needs to send an email to his boss; he takes out his iPhone and types: “Hi J, I was thinking that this project could use a little pep, but you're the boss. You tell me what you think! See you later!". A not really professional tone.
With Apple Intelligence's automated redaction feature,he manages to turn his email into a tap. This changes to: “Hi J, After some thought, I think this project could use some adjustments. That said, you really are the most competent person to take care of this. Let me know what you think. Yours».
The surprise of the superior upon receiving this message suggests to us that this way of communicating is not really Warren's habit. A funny advertisement, but which objectively shows us a very basic taskthat any LLM can perform for a long time.
Made-to-measure souvenirs
In its second advertising creation, Apple depicts a forgotten birthday saved at the last minute by AI. A wife, belatedly realizing she forgot her husband's birthday, uses Apple Intelligence toinstantly generate a photo montageon the theme of “woodworking with children ».
A functionality, which, like the one discussed in the first part,is not really impressive given what already exists. On the other hand, if the generation of the photo montage is done as quickly as it was presented in the spot, it could prove attractive and amusing, to the detriment of being fundamentally useful.
For the moment, the deployment of these features remains staggered: if macOS 15.1 already allows you to benefit from them in the United States, in France, we will have towait until April 2025to access it. In any case, we will need a little more than that toprove to us that Apple Intelligence is mature, beyond these announcement effects. Even if these advertisements are successful, let's not lie to ourselves: Apple has, for the moment,nothing revolutionized with its AI. Hopefullythe partnership with OpenAIbears fruit by then.
- Apple unveils two new Apple Intelligence features in humorous ads: email rewording and photo montage creation.
- The deployment is staggered, with restrictions for European users who will have to wait until April 2025 to benefit from it.
- Despite the hype, these AI features remain basic; Apple will need to show more to prove that Apple Intelligence is sufficiently advanced.
i-nfo.fr - Official iPhon.fr app
By : Keleops AG
