Misguided Apple Intelligence ads

Original Article ↗ Hacker News Discussion ↗

Perception of Humor and Tone

  • Many agree the ads are clearly meant as jokes, but differ on whether the humor lands.
  • Some find them whimsical, light, and effective at making AI feel casual and non-revolutionary.
  • Others see them as distasteful, tone-deaf, even dystopian—more like a parody of Apple than Apple itself.

Portrayal of Users: Lazy, Deceptive, or Relatable

  • Central criticism: the ads depict users as slackers or mildly selfish people who lie or mislead others.
  • Example archetypes: office worker who didn’t read a report, spouse who forgets a birthday and lets AI “fake” sincerity.
  • Defenders argue viewers project the “lazy/bad at your job” label; within the ad, characters are rewarded and admired.
  • Critics counter that deception is clearly part of the setup, and Apple is normalizing low-effort fakery in relationships and work.

Effectiveness as Advertising & Brand Alignment

  • Some think humor helps Apple avoid directly endorsing ethically fraught AI uses while still implying them.
  • Others say the ads undercut Apple’s premium image, feel like low-effort gambling/crypto ads, and showcase AI as cheap slop.
  • Comparisons to older Apple and Microsoft ads highlight how previous campaigns made users look competent and aspirational; these make them look clueless but “rescued” by AI.
  • Several note Apple historically emphasized creativity and inspiration; these spots sell shortcuts for things you “shouldn’t be skipping.”

AI, Work, and Corporate Culture

  • The “prospectus summary” ad divides opinion:
    • Supporters see it as one of the best “why AI?” examples, matching real corporate overload and bad long reports.
    • Critics say it glorifies avoiding responsibility, encourages shallow engagement with complex material, and risks amplifying corporate BS (AI expands, then AI summarizes).
  • Broader concern: if jobs become primarily “summarize/generated by AI,” human distinctiveness and expertise erode.

Broader Reflections on Apple, Creativity, and Future Norms

  • Debate over whether Apple encourages passive consumption vs enabling serious creative work (music, art).
  • Some see the campaigns as emblematic of tech’s moral drift and Apple’s post–Jobs loss of “mojo.”
  • Many expect these ads to age poorly as recipients learn to recognize AI-generated gestures as hollow or deceptive.