Apple promotes AI functions – including those that are yet to come
A British actress is allowed to promote Apple Intelligence. However, one of three features is likely to take months before it is available.
Actress Bella Ramsey in Apple ad: Context-sensitive Siri will come later.
(Image: Apple / Screenshot YouTube)
To coincide with the launch of the iPhone 16 this week, Apple has started an advertising campaign that is all about Apple Intelligence. The "Games of Thrones" and "Last of Us" actress Bella Ramsey plays a version of herself – and is allowed to demonstrate where the new AI system can help in everyday life. Interestingly, none of the three features presented are available with the delivery of the new Apple smartphones – and one is not expected to be released until next year.
Three commercials with British actress, three times Apple Intelligence
The first Ramsey commercial is about Apple Intelligence's ability to summarize emails. In the ad, the actress apparently meets with her manager, who asks her if she has already looked at a movie proposal. She hasn't, of course, but the iPhone 16 and AI allow Ramsey to quickly get an overview so that she can then say "yes" to the suggestion. In the second short video on Apple Intelligence, Ramsey apparently meets her family – and a sad scene: a sibling is shown at the funeral of her pet fish.
But the parents know little or nothing about it. Ramsey then uses Apple Intelligence to quickly create an AI-generated flashback in the Photos app. Finally, in spot three, the "personal Siri" helps Ramsey to remember another visitor at a party by reminding her who she met at a certain restaurant weeks ago. She succeeds and the contact is delighted that Ramsey seems to have such a good memory.
Context-sensitive Siri probably won't arrive before 2025
What is interesting about the three commercials is the fact that they advertise things that nobody can try out yet. This is because Apple Intelligence is being rolled out gradually: The first features will not be available until October with iOS 18.1 in the US English language version. This concerns the summary of emails and AI-generated reviews. However, the context-sensitive Siri is not available. The voice assistant is slightly improved with iOS 18.1 and can, for example, follow conversations better and understand requests corrected by the user in the sentence.
However, Siri does not yet have access to data on the iPhone –, such as appointments with certain people –. According to the rumor mill, this is unlikely to happen before iOS 18.4, which will probably be released in spring 2025. However, there are now reports to the contrary that this could happen before the end of 2024. Either way, by then no one is likely to remember Apple's advertisement – and still be annoyed that the function is not being delivered with the iPhone 16.
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