Just a few weeks after pulling the highly successful “Back to Mac” advertisement, Apple has released a new, more traditional video to showcase Apple Intelligence on the iPhone 16, particularly focusing on the photo editing feature, Clean Up.
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Clean Up: A Powerful, User-Friendly Tool
To give you a quick overview, Clean Up is part of the Apple Intelligence features already available on the latest iPhones (15 Pro and the 16 series). Easily accessible within the Photos app, this tool allows users to quickly select and remove unwanted objects or visual details, leaving behind a naturally recomposed image enhanced by AI.
The idea is that you can swiftly eliminate an unsightly trash can in the background or a bystander ruining a scenic view. However, in practice, the feature sometimes fails and tends to erase elements in a very noticeable way…
In this advertisement, Apple opts for humor to try to win over its audience: a man erases his partner’s beloved cat -Garrett-. Both the partner and the cat are less than pleased with the action, prompting the gentleman to simply undo everything to restore order. Perhaps this tool shouldn’t be used for just anything and everything.
A Humorous Commercial
I don’t know about you, but the Clean Up feature isn’t quite as spectacular as it’s made out to be. It actually falls short compared to competitors, especially the latest Samsung models. It has also been the subject of numerous comparative memes, often to its detriment.
This controversial content was chosen by the company, perhaps intentionally. Indeed, Cupertino is facing several lawsuits over delays in AI development. One such lawsuit comes from a group of users disappointed with their purchase of an iPhone 16, expecting cutting-edge AI tools that were touted as game-changers at WWDC 2024! Is this video showcasing one of the few available AI functions intended as a calming message, or perhaps as a legal argument in their defense?