Apple Doubles Down on Apple Intelligence Marketing Amidst Feature Delay
Despite the delayed launch of some of its most anticipated AI features, Apple is ramping up its marketing efforts for Apple Intelligence. A new "hands-on" video showcases features like Genmoji, Image Playground, and Clean Up in Photos, highlighting what users *can* expect from the update now.
The video, posted on YouTube, aims to excite users about the potential of Apple Intelligence. "Get to know Apple Intelligence, a powerful set of features built into your iPhone, iPad, and Mac, to help you write, express yourself, and get things done effortlessly," Apple states in the video's description.
The featured functionalities include:
- Photo Clean Up: Removing distractions from photos.
- Genmoji: Creating custom emojis.
- Image Playground: Generating custom images.
- Mail Summaries: Condensing long emails.
- Writing Tools: Rewriting messages and generating plans using ChatGPT.
- Visual Intelligence: Using the camera to learn more about surroundings.
This video marks Apple’s second marketing push for Apple Intelligence recently, following an ad focusing on the Clean Up feature in Photos. However, the release date for the enhanced Siri capabilities remains uncertain. During a recent earnings call, CEO Tim Cook noted that the company is "making progress" but "needs more time" to perfect these features.
Notably, the initial ads showcasing Siri functionality were pulled after Apple Intelligence features were delayed, leading to some customer disappointment and even legal action. A law firm, DiCello Levitt LLP, is investigating claims that Apple violated securities laws by making misleading statements about the integration of Apple Intelligence, particularly the upgraded Siri, into the iPhone 16 and iPhone 16 Plus models. The firm alleges that Apple had announced the new iPhones as being “built for Apple Intelligence”, but announced a significant delay later on.
Meanwhile, rumors and leaks continue to swirl around future iPhone models. Reports suggest that the iPhone 17 Air could feature a radical, thinner design, and updates to the camera are expected. Spotify recently submitted an iOS app update with out-of-app purchase options, and Apple is already testing iOS 19.4, even before the release of iOS 19.
Will the current features of Apple Intelligence be enough to satisfy consumers in the meantime? How will the delayed Siri integration impact Apple's long-term AI strategy? Share your thoughts in the comments below!
