Apple is again promoting Apple Intelligence – with an existing feature
Last year, Apple advertised AI functions in a TV commercial that didn't even exist yet – and got complaints. Now there is advertising again.
Screenshot from Apple Intelligence advertisement: "Requires iOS 18.1 or later".
(Image: Apple / Screenshot YouTube)
Last year, Apple got itself into hot water with a special advertisement for Apple Intelligence: In September, an AI function was advertised on American television and YouTube that was not due to appear until spring 2025. However, it is now clear that this will not happen: The so-called personal context for the voice assistant (aka "context-aware Siri") has been postponed until next year, as Apple had not managed to implement the feature technically in time. Accordingly, the advertising contained a lot of fantasy, which has since led to several class action lawsuits from iPhone 16 buyers because they feel cheated by Apple.
Nevertheless, Apple has now started to advertise Apple Intelligence (and thus the iPhone 16) again. However, the now highlighted function is already working perfectly and has been part of the iPhone operating system since iOS 18.1 on devices that can handle the company's AI system.
"Clean Up" advertised in the Photos app
The new clip called "Clean Up Photos: Flex" deals with the function included in the Photos app, which can be used to subsequently remove content from images – such as unwanted background elements. The feature was introduced with the third beta of iOS 18.1 in August before being made public at the end of October. It is still not completely perfect, but is at least on a par with competing functions such as those from Google's image editing service.
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However, there was also criticism that Apple limited the function to Apple Intelligence-enabled models: Initially iPhone 15 Pro and 15 Pro Max, now iPhone 16, 16 Plus, 16 Pro and 16 Pro Max as well as iPhone 16e. Older models are also powerful enough to carry out such image processing, as can be seen from various special apps that are also available in the App Store. Apple's new Apple Intelligence ad shows a man being photographed by his mother posing with his muscles. He finally realizes that the woman can be seen in a mirror placed behind him. The Clean Up function ("Clean up photos with one tap") saves the day. "Apple Intelligence on the iPhone 16" is the final word.
Context-sensitive Siri no longer on YouTube
Following the announcement that context-sensitive Siri was to be moved, Apple deleted the advertising clip in question (version on X) from YouTube. It featured a British actress who, thanks to Apple Intelligence, remembered a person she had met some time ago.
Apple also had to postpone two other AI functions: the ability for Siri to access and interact with screen content and a new API that would allow developers to open up the operation of their apps to the voice assistant.
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