With the launch of the iPhone 16 this week, Apple has launched an advertising campaign focused entirely on Apple intelligence. “Games of Thrones” and “Last of Us” actress Bella Ramsey plays a version of herself in it – and she is allowed to demonstrate where the new AI system can help in everyday life. Interestingly, none of the three features presented are available at the time of delivery of the new Apple smartphone – and none are likely to appear until next year.
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Spotted three times with a British actress, three times with Apple Intelligence
Ramsey in the spot Number One Apple Intelligence is all about being able to summarize emails. In the ad, the actress apparently meets her manager, who asks her if she has already seen a film offer. Of course she hasn’t, but the iPhone 16 with AI allows Ramsey to immediately get an overview so she can say “yes” to the suggestion. In the second short video from Apple Intelligence, Ramsey apparently meets her family – and a Sad scene: A brother and sister are shown at the funeral of their pet fish.
But the parents know little or nothing about it. Ramsey then quickly creates an AI-generated one using Apple intelligence Review in the Photos app. In Position three Finally, “Personal Siri” helps Ramsey remember another visitor at a party, by having the voice assistant remind her who she met at a particular restaurant weeks ago. This succeeds and the contact is very happy that Ramsey has such a good memory.
Context-sensitive Siri likely won’t arrive until 2025
The interesting thing about these three spots is that they advertise things that no one has yet had the opportunity to try. The rollout of Apple intelligence is taking place gradually: the first features with iOS 18.1 will not be available in the US English language version until October. This concerns email summaries and AI-generated retrospectives. However, context-sensitive Siri is not available. The voice assistant has been slightly improved with iOS 18.1, for example it can better track conversations and understand questions asked by the user correct in a sentence.
But Siri does not yet have access to data on the iPhone – such as appointments with certain people. According to rumors, this is currently unlikely to happen before iOS 18.4, which will probably appear in the spring of 2025. However, there are now reports to the contrary that this could happen before the end of 2024. Either way: By then, no one will remember Apple’s ad – and will still be nervous that this function is not offered with the iPhone 16.
(B.Sc.)
