Watch Apple’s new ads showcasing Apple Intelligence [Video]

On the same day that Apple started rolling out Apple Intelligence to iPhone 16 handsets as well as iPhone 15 Pro devices, the tech giant dropped two videos showcasing some of the new features.

The first one (below) highlights the new Apple Intelligence Writing Tools feature, which, in Apple’s own words, is designed to “help your words sound more professional, friendly, or more concise.”

The minute-long skit takes place in an office and shows Warren — clearly a laid-back kinda guy — merrily tapping out a message on his iPhone to his boss. “Been thinking, this project might need a bit more zhuhzing. But you’re the big enchilada.” He signs off: “Holler back.”

Realizing that this might be just a bit too casual to send as it is, Warren checks out his phone’s new Apple Intelligence-powered tool, which offers various rewriting options such as “friendly,” “professional,” and “concise.”

Warren taps “professional” and in a flash his message transforms into …