Gross Apple Marketing

I’m not sure what’s going on over in Cupertino for them to think that any of the recent Apple Intelligence ads they’ve been running are a good idea. They’re cringy at best, and honestly just flat out insulting.

In one a schlub writes an email to his boss and uses AI to make it sound ‘more professional’, in another a young woman uses it to lie about remembering an acquaintance’s name. In another the same young woman again uses it to lie about reading an email from a college, to her face, while she’s sitting with her. In yet another, linked to recently by Scott McNulty, a woman uses AI to lie to her husband about getting him something for his birthday.

If this is what Apple thinks their AI is for, I honestly don’t know that I want any part of it.

Compare and contrast with the video I posted yesterday, and with this beautiful animation from Canonical.

I’ve watched that little animation several times, and they tell a better story in a minute twenty-five than all of Apple’s AI commercials combined.