Apple Intelligence Enhances Everyday Experiences in iPhone 16 Spots

Apple’s two new ads continue its Apple Intelligence campaign for iPhone 16. The spots showcase how Intelligence enhances everyday experiences. 

Apple Intelligence is the personal system that harnesses the power of Apple silicon to understand and create creative languages and images. It also takes action across apps and draws from personal content to simplify and accelerate everyday tasks. 

Directed by Emmy Award-winning director David Shane, the first ad titled ‘Write smarter’ features an office worker who uses Apple Intelligence on his iPhone 16 Pro to elevate his typically casual emails into refined, professional communications to impress his boss.

In the second spot, ‘Create memory movies,’ a mother swiftly crafts a heartfelt video montage for her husband's overlooked birthday, demonstrating how Apple Intelligence can transform moments of potential stress into opportunities for connection.

The spots highlights include Apple Intelligence upgrades. These include ‘writing tools’ which help you refine language by rewriting, proofing, and summarising text virtually and everywhere you write. ‘Create a memory movie’ allows users to create movies by simply typing a description. Using language and image understanding, Apple Intelligence will pick out the best photos and videos based on your description, craft a storyline with chapters based on themes identified from the photos, and arrange them into a movie with its own narrative arc.

Set to appear across broadcast, YouTube, online video, and social media platforms.