Almost all Apple advertising is product demonstration, even when there’s a narrative.

This is the playbook once again—buoyed by a little star power in Bella Ramsey—in the tech giant’s first spots for Apple Intelligence, the AI system on the iPhone 16 and iPhone 16 Pro.

Three spots show Apple Intelligence in action, helping Ramsey remember someone’s name, condense an important email, and quickly whip up a video remembrance for a beloved departed pet. Directed by David Shane for TBWA\Media Arts Lab, the ads are light and airy, clearly trying to make the AI seem approachable and useful.

The ads will run on broadcast, YouTube, paid digital, cinema and social media.

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