Apple has launched a playful new ad to highlight “Clean Up,” one of the first features in its Apple Intelligence lineup. Available in iOS 18.1, the tool allows users to remove unwanted objects from photos with a single tap.
The ad, titled “Clean Up Photos: Flex,” shows a young man modeling for a photo shoot. An older woman takes his photos using the iPhone 16. Later, while reviewing the shots, the man spots her reflection in a mirror. It spoils what could’ve been a perfect image.
He taps the Clean Up option in the Photos app, selects the reflection, and watches it disappear instantly. The video ends with the line: “Clean up photos with a tap,” set to Giraffage’s song Workout.
No Lawsuits This Time
This campaign follows a previous Apple Intelligence ad that led to legal trouble. That earlier spot promoted features not yet released, prompting a class-action lawsuit over false expectations. This time, Apple plays it safe. The Clean Up tool is live now and works on devices running iOS 18.1 or later.
By focusing only on what’s available today, Apple avoids misleading its audience while still showing off its new AI-powered direction.
Smart Features, Simple Use
The Clean Up tool represents Apple’s vision for everyday AI. It doesn’t overwhelm users with technical details. Instead, it quietly improves daily tasks—like photo editing—through clean, intuitive design.
As more features from Apple Intelligence roll out, Clean Up sets the tone. It shows how AI can blend into daily life, offering power and simplicity without confusion.
