Apple cleans up its image with Apple Intelligence in a new ad spot

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Apple's latest ad spot demonstrates how Apple Intelligence can make your dating profile better, thanks to Clean Up in iOS 18 Photos.

Person with medium-length hair flexing arm muscles in front of a mirror, wearing a gray tank top and chain necklace; a lamp and blurred figure in the background.
A still from Apple's new Clean Up ad spot - Image Credit: Apple



One of the early features of Apple Intelligence, Clean Up is a Photos tool that can be used to remove unwanted objects from within a picture. Its effectiveness is aptly demonstrated in a new ad from Apple.

Posted to YouTube on Monday, the video titled "Clean Up Photos: Flex" shows a young man showing off his physique to the iPhone 16's camera. The photographs are all taken by an older woman, using an iPhone 16.



After the photo session, the protagonist is laid in bed near some exercise equipment, reviewing the shots. However, he realizes that his photographer is in the background, reflected in a mirror and spoiling the composition.

Irritated by the mistake, he taps Clean Up in the image editing mode of Photos, selects the woman's glowing reflection, and watches her disappear from the shot.

The video, set to Giraffage's "Workout," concludes by declaring "Clean up photos with a tap," and closing out with the Apple logo.

No lawsuits this time...



The new ad will almost certainly differ from a previous Apple Intelligence spot, promoting the future usage of contextual data to fuel Siri results.

While that ad spot was careful enough to include disclaimers that they were arriving "over the next year," that didn't stop the filing of a lawsuit seeking class action status. It was believed that the massive media blitz gave the expectation to consumers that the features were available from the iPhone 16's release, despite the visible disclaimers.

At least with the new "Flex" ad, there's no expectations lawsuit risk. The feature is available to use right now on devices running iOS 18.1 and later.



Read on AppleInsider

Comments

  • Reply 1 of 8
    Panner_Nuddingpanner_nudding Posts: 24member
    Apple sure likes picking goofy looking people for their ads. 
    williamlondonjibOferddawson1009secondkox2Afarstarmacxpresswonkothesane
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  • Reply 2 of 8
    charlesncharlesn Posts: 1,432member
    Not sure when this started, but I recently noticed that AI has come to Siri in CarPlay and so far, I have to say that I've been impressed! In the past, Siri in CarPlay couldn't answer most questions I asked beyond typical data like "What's the weather?" and similar. For other types of questions, the answer was always, "Sorry, I can't answer that while you're driving" which is an especially annoying reply in CarPlay! Now the answer to questions Siri doesn't know is, "Would you like me to check ChatGPT?" "Yes" brings a reasonably quick, detailed and accurate answer PLUS it's an answer to the question I asked! (Never a sure thing with Siri in the past.) Funny thing is, now that I know this is there as a resource, I use it more and more when on the road. 
    Alex1Nddawson100macxpress
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  • Reply 3 of 8
    macxpressmacxpress Posts: 5,979member
    Panner_Nudding said:
    Apple sure likes picking goofy looking people for their ads. 
    You mean they like picking normal everyday people who use their products? 
    muthuk_vanalingam9secondkox2AfarstarJinTechwonkothesane
     3Likes 2Dislikes 0Informatives
  • Reply 4 of 8
    bloggerblogbloggerblog Posts: 2,580member
    Panner_Nudding said:
    Apple sure likes picking goofy looking people for their ads. 
    It’s intentional. People who look intriguing are also captivating to look at.
    9secondkox2
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  • Reply 5 of 8
    9secondkox29secondkox2 Posts: 3,378member
    Apple sure likes picking goofy looking people for their ads. 
    Yeah. It’s getting annoying. Been that way for about 5 years. 

    The GF always skips stuff that looks like that. 

    Once in a while, you see a nice classy ad though. 

    Just too bad Apple’s AI isn’t quite competitive yet. Samsung currently destroys it in the photo cleanup category. Apple needs to double down on engineering. 
    edited April 21
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  • Reply 6 of 8
    9secondkox29secondkox2 Posts: 3,378member

    macxpress said:
    Panner_Nudding said:
    Apple sure likes picking goofy looking people for their ads. 
    You mean they like picking normal everyday people who use their products? 
    macxpress said:
    Panner_Nudding said:
    Apple sure likes picking goofy looking people for their ads. 
    You mean they like picking normal everyday people who use their products? 
    LOL. If that’s normal and everyday, I’d love to know where you live. 
    wonkothesane
     1Like 0Dislikes 0Informatives
  • Reply 7 of 8
    Wesley_Hilliardwesley_hilliard Posts: 458member, administrator, moderator, editor
    There's no reason to make this thread about how an actor looks in an ad. Don't be juvenile. Especially when everyone here hides behind little emoji profile pics. 
    macxpressapple4thewin9secondkox2
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  • Reply 8 of 8
    9secondkox29secondkox2 Posts: 3,378member
    There's no reason to make this thread about how an actor looks in an ad. Don't be juvenile. Especially when everyone here hides behind little emoji profile pics. 
    It's not about the actor, who was purposefully styled a certain way in order to generate interest. It was a critique on apple's choices in choosing this aesthetic. I imagine that's what the original post speaking to this visual choice was talking about as well.  And the emoji's are default. Not everyone cares to plaster their photo everywhere possible. when I first joined this site forever ago, I don't think there was even an option to add a photo. So let's save the judgements. 
    edited April 22
    wonkothesaneWesley_Hilliard
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