Marketing in the news: Apple intelligence | More Personal Siri | iPhone 16 Pro

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https://www.campaignlive.com/article/bella-ramsey-uses-apples-new-ai-features-escape-awkward-situations/1888920#:~:text=The%20actress%20stars%20in%20three,of%20Us%E2%80%9D%20star%20Bella%20Ramsey.

    As we all know, Apple launches a new phone every year, which is why I chose this particular ad/article. Apart from that it features Bella Ramsey, who is know for her role as noblewoman Lyanna Mormont in Game of Thrones and Ellie in HBO drama series The Last of Us. The advertisement promotes the newest iPhone 16. Apple claims that the phone has the most recent version of Apple Intelligence, which has not yet been released to the public. 

In an article "Bella Ramsey uses Apple’s new AI features to escape awkward situations" by Erick Berger it summarizes how Apple has introduced the latest iPhone 16 as well as, its new AI features and new apple intelligence. Bella appears in three advertisements for the intelligence campaign Hello Apple. With their Ai strategy, Apple has essentially chosen to concentrate on assisting consumers with the most basic and fundamental tasks. Its purpose is to assist people in slightly simplifying their lives. The commercial depicts Bella asking Siri to recall a person she met but can't recall at the moment, while attending a Hollywood party. Then, Siri proceeds to give Bella the guy's name and assisted her in recognizing the prior event they had attended. Out of the three commercials with Bella Ramsey, I chose this one because it had a unique function that let Siri detect specific occurrences, which I thought was really intriguing. However, Apple is planning on introducing its Apple Intelligence software next month. 

Three main takeaways: 

• Apple Intelligence- a collection of AI tools that apple has integrated into its products to support people with writing, tasks, and self-expression. 

• Apple is not releasing these features with the newest iPhone 16 just yet. 

• Apple has declined to answer questions about the campaign. 

Apples value proposition has always focused on delivering high-quality user experiences by integrating hardware, and services. Also, its user friendly features and interfaces. By utilizing AI and machine learning capabilities, Apple furthers its dedication to individualized and improved customer experiences with its most recent Apple Intelligence features. This advertisement tries to capitalize on the fact that people forget things easily and don't always remember certain events. With Apple Intelligence, users can effortlessly retrieve information and be reminded of specific events. Those with hectic schedules might find this feature to be quite helpful. I believe Bella Ramsey, a well-known actress, was utilized to promote Apple Intelligence because, as a well-known celebrity, she frequently meets new people at events, especially considering that she is is at a Hollywood party in the commercial. That merely illustrates how many faces she has seen and how challenging it is for her to recall so many individuals from particular occasions. 

Apple is currently working to combat the increasing artificial intelligence structure of the globe. With new artificial intelligence emerging every year, Apple has to stay on top of emerging trends and technological advancements. In my opinion, the marketing strategy was decent but not "remarkable." Since thousands of people already have AI apps on their phones, Apple's decision to introduce it as a new feature doesn't stand out- after all, we all anticipated it. Additionally, Apple failed in marketing the iPhone 16 with its new Apple Intelligence features in this commercial, since many customers were left dissatisfied when they bought their new iPhones and discovered these functions weren't available yet.....like what the heck Apple???

If I was the brand manager, I would give it another go, but this time I wouldn't promote any features that aren't available on the most recent iPhone! I would create another ad promoting only the Apple Intelligence, which won't be made public for a few months. Aside from that, this assignment taught me a lot. It's kind of great that my iPhone 12 Pro will soon have AI functions. However, I also discovered that Apple let a lot of fans down, particularly those who enjoy waiting in line to get the newest iPhone.