Apple Intelligence's Writing Tools Feature Highlighted in Humorous Ads

Apple last week released iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1 with the first set of Apple Intelligence features on the iPhone, iPad, and Mac, including Writing Tools. Within the Writing Tools suite, there is an option to change the tone of text you write to be friendly, professional, or concise, along with the ability to have text summarized into key points. Apple highlighted these capabilities today in two humorous Mac ads.

Apple WWDC24 macOS Sequoia Writing Tools Rewrite 240610
In the first ad, a furious employee types out an angry, unprofessional email to a coworker who is apparently stealing their pudding. Before sending the email, they use Writing Tools to change the tone of the email to be friendlier.

In the second ad, an employee uses Apple Intelligence to quickly catch up on the key points in documents being discussed during a meeting.


Apple Intelligence is available on the iPhone 15 Pro, iPhone 15 Pro Max, any iPhone 16 model, any Mac with an M-series chip, and any iPad with an M-series or A17 Pro chip.

Popular Stories

iOS 26

iOS 26.4 and iOS 27 Features Revealed in New Leak

Friday December 12, 2025 10:56 am PST by
Macworld's Filipe Espósito today revealed a handful of features that Apple is allegedly planning for iOS 26.4, iOS 27, and even iOS 28. The report said the features are referenced within the code for a leaked internal build of iOS 26 that is not meant to be seen by the public. However, it appears that Espósito and/or his sources managed to gain access to it, providing us with a sneak peek...
Apple Logo Top Half

Early iOS 26 Software Leak Uncovers Dozens of Upcoming Apple Features

Monday December 15, 2025 3:05 pm PST by
Software from an iPhone prototype running an early build of iOS 26 leaked last week, giving us a glimpse at future Apple devices and iOS features. We recapped device codenames in our prior article, and now we have a list of some of the most notable feature flags that were found in the software code. In some cases, it's obvious what the feature flags are referring to, while some are more...
apple beta 26 lineup

Apple Leak Confirms Work on Foldable iPhone, AirTag 2, and Dozens More Devices

Monday December 15, 2025 2:05 pm PST by
Last week, details about unreleased Apple devices and future iOS features were shared by Macworld. This week, we learned where the information came from, plus we have more findings from the leak. As it turns out, an Apple prototype device running an early build of iOS 26 was sold, and the person who bought it shared the software. The OS has a version number of 23A5234w, and the first...
Apple Foldable Thumb

Leak Reveals Foldable iPhone Details

Monday December 15, 2025 9:09 am PST by
The first foldable iPhone will feature a series of design and hardware firsts for Apple, according to details shared by the Weibo leaker known as Digital Chat Station. According to a new post, via machine translation, Apple is developing what the leaker describes as a "wide foldable" device, a term used to refer to a horizontally oriented, book-style foldable with a large internal display....
iOS 26

iOS 26.3 Beta 1 Features: What's New So Far

Monday December 15, 2025 4:23 pm PST by
Apple is testing iOS 26.3, the next version of iOS 26 that will launch around January. Since iOS 26.3's testing is happening over the holidays, it is a smaller update with fewer features than we've seen in prior betas. We've rounded up what's new so far, and we'll add to our list with subsequent betas if we come across any other features. Transfer to Android Apple is making it simpler...
iOS 26

Apple Releases iOS 26.2 With Alarms for Reminders, Lock Screen Changes, Enhanced Safety Alerts and More

Friday December 12, 2025 10:10 am PST by
Apple today released iOS 26.2, the second major update to the iOS 26 operating system that came out in September, iOS 26.2 comes a little over a month after iOS 26.1 launched. ‌iOS 26‌.2 is compatible with the ‌iPhone‌ 11 series and later, as well as the second-generation ‌iPhone‌ SE. The new software can be downloaded on eligible iPhones over-the-air by going to Settings >...
iOS 26

iOS 26.2 Coming Soon With These 8 New Features on Your iPhone

Thursday December 11, 2025 8:49 am PST by
Apple seeded the second iOS 26.2 Release Candidate to developers earlier this week, meaning the update will be released to the general public very soon. Apple confirmed iOS 26.2 would be released in December, but it did not provide a specific date. We expect the update to be released by early next week. iOS 26.2 includes a handful of new features and changes on the iPhone, such as a new...
airpods max 2024 colors

AirPods Max 2 Likely to Offer These 10 New Features

Monday December 15, 2025 7:41 am PST by
Apple released the AirPods Max on December 15, 2020, meaning the over-ear headphones launched five years ago today. While the AirPods Max were updated with a USB-C port and new color options last year, followed by support for lossless audio and ultra-low latency audio this year, the headphones lack some of the features that have been introduced for newer generations of the regular AirPods and the ...

Top Rated Comments

orev Avatar
15 months ago
How much Kool Aid has everyone drunk on AI, especially the Marketing people and the Executives who sign off on this crap? This is a sales pitch to the most lazy and incompetent people in the workplace.

I find it very strange that anyone thinks this is the future we want. So now every a**h*le and slacker can just skate by doing nothing at work, and rely on AI to make them look good, while the people who actually put in effort and do the work are supposed to be happy about it?

This is a true sign that the AI hype has gotten so out of control that everyone has lost their grip on reality.
Score: 15 Votes (Like | Disagree)
HobeSoundDarryl Avatar
15 months ago
I'm not digging some of the recent ads. The core messages seem to be problem solving- which can certainly be good- but the problems being solved are basically people putting one over on other people... like the (British?) girl forgetting the name of the guy... or the same girl not having done the work of reviewing the marketing message... or the wife forgetting the husband's birthday...



I would think there are many, MANY ways to show A.I. more positively than basically being tools for forgetful slackers... even if things like "forgetting" is a very real thing that can happen to any of us at any time. But hey, they are a $4T company and I'm just a lone consumer.

For example, what if the wife- like the daughters- remembered her husbands birthday and used A.I. to make the very same slideshow for him ahead of a last minute scramble? I would think that would "hit" just as well without it coming off like she basically put one over on him (and indirectly THEM- her own family). Is she "ge-ge-ge... genius"? Her "gift" to him is not even on HIS phone. Presumably, as soon as he and his daughters are done watching it, she takes her phone back. At least the daughter's gift is his to keep for more than a few minutes.

If the goal is to show how much smarter people can be by using A.I. than not, it could be demonstrated just as easily in positive messages vs. this "fool somebody" theme.
Score: 14 Votes (Like | Disagree)
SFjohn Avatar
15 months ago
While Apple isn’t the 1st to get into AI, they are the 1st to get AI right. They are the only company that puts your privacy firsthand and pass up on using your information to sell to other nefarious companies.
Score: 10 Votes (Like | Disagree)
elrojo69 Avatar
15 months ago
the past year of apple ad campaigns have been so drab. They used to be spunky, creative, and fun.
Score: 7 Votes (Like | Disagree)
coffeemilktea Avatar
15 months ago
Apple might have added AI rewriting features to their e-mail services more than a year after Microsoft and Google did with theirs, but Apple's definitely got the much better ads. :cool:
Score: 6 Votes (Like | Disagree)
SoldOnApple Avatar
15 months ago
That's actually how I use Chat GPT. You can spew all your thoughts and feelings into an email and it'll translate it into a coherent, professional message. And people will reply to it as if a human wrote it. It's like magic.
Score: 5 Votes (Like | Disagree)