Recently, Apple released a new advertisement called “Clean Up Photos: Flex” on its official YouTube channel, showing the useful feature of Apple Intelligence in iOS 18 in a lighthearted and humorous way – “Clean Up” tool. This tool helps users quickly remove unwanted objects or people from their photos, making everyday photos easier and smarter.
In the commercial, a young man is posing for a photo of an elderly woman using an iPhone 16 as he poses for a workout. After the shoot was completed, the man returned to bed to check the photo, only to find that there was a reflection of the photographer in the mirror, affecting the otherwise perfect composition.
I saw him tap “Edit”, enter the “Clear” function in the photo, and circle his finger to select the person reflected in the mirror – within seconds, this “superfluous” figure was removed without a trace, the picture was as clean as new, and the man continued to enjoy the photo with satisfaction. The entire video is soundtracked to Giraffage’s “Workout” and ends with “One Tap, Clear Photos” and the classic Apple logo.
Unlike some previous ads about Apple Intelligence, this video shows the “Clear” feature, which is now officially available, and users can use it by simply upgrading their devices to iOS 18.1 or later. Therefore, the advertisement did not cause misunderstanding or legal controversy about the “bounce” of the feature.
It is worth mentioning that when Apple advertised the overall function of Apple Intelligence, some users filed a class action lawsuit due to misunderstanding of the advertising content, arguing that Apple’s promotion did not fully explain that some features have not yet been launched. This time, the “Flex” ad is clearly more cautious, focusing on the features that have already been launched, which not only highlights the intelligent experience of the iPhone 16 and iOS 18, but also avoids potential legal risks.
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