Apple’s new AI-powered ‘Intelligence’ tool is here, and they’re rolling it out in style. In two sharp new ads, Apple shows us how its AI tools turn everyday moments into superhero moves.

The first ad, Write Smarter, features an office worker who’s using his iPhone 16 Pro to level up his email game—casual messages get polished to perfection, leaving his boss scratching his head over the sudden Shakespearean prose.

In Create Memory Movies, a mom’s scrambling for a last-minute birthday gift for her husband, and with a few taps, Apple’s tool helps her pull together a tear-jerking montage from family videos. Crisis averted, and dad’s got his heartstrings tugged.

Both ads are classic Apple: polished, clever, and, let’s be honest, hitting close to home for anyone who’s ever needed a little extra help to look their best. These spots, directed by Emmy winner David Shane, are set to run across YouTube, social media, and TV.

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