On Saturday, Apple unveiled a new video that provides a detailed overview of its current Apple Intelligence tools available on compatible devices featuring artificial intelligence (AI) capabilities. This release follows closely behind a previous video that highlighted various use cases for the company’s AI-driven image clean-up tool. The suite of AI features was initially introduced in December 2024 with the iOS 18.2 update, but Apple has yet to deliver promised enhancements for Siri and other advanced AI functionalities.
Apple Highlights AI Features in New Video
The newly released video is featured on Apple’s official YouTube channel and other social media platforms. Lasting just under six minutes, the video serves as a concise tour of the various AI tools currently available, including the recent addition of Visual Intelligence, while demonstrating how these tools can benefit users.
Apple characterizes the video as a walkthrough of its AI suite, likely targeting individuals who may be hesitant to upgrade to devices that support Apple Intelligence features.
The content showcases the Clean Up tool’s object removal capabilities, guides on creating custom emojis through Genmoji, and the Mail Summarise feature. It also highlights the advantages of Apple’s Writing Tools, offers examples of Visual Intelligence applications, and explains how the integration of ChatGPT enhances the utility of these AI tools.
Additionally, Apple notes that these AI features can be accessed on compatible devices such as the iPhone 16 series, iPhone 15 Pro models, iPad mini equipped with the A17 Pro chip, as well as iPads and Macs that include the M1 chipset or newer versions.
While the video is informative for individuals who have recently acquired devices that support Apple Intelligence or have just gained access to these features in their regions, many users are likely already familiar with them, considering the company’s ongoing promotion of these capabilities since the iPhone 16 series launch event.
However, this latest marketing effort appears to address the relatively subdued response from users and the slow adoption rates of the AI features. A survey conducted by the tech trade-in platform SellCell in December 2024 assessed consumer interest in AI features on smartphones.
The survey revealed that although 47.6 percent of iPhone users expressed strong interest in mobile AI, a considerable 73 percent of Apple Intelligence users deemed the new features as either “not very valuable” or providing “little to no value” to their overall experience.
With four months elapsed since the survey, Apple has introduced new features like Visual Intelligence, which may positively influence user perceptions regarding the effectiveness of these tools on Apple devices.
