Apple Intelligence | Writing Tools | iPhone 16

Technology Used

Predictive AI

Predictive artificial intelligence (AI) refers to the use of machine learning to identify patterns in past events and make predictions about future events

To Measure Attention

Heatmaps

These visualize areas of the image or video that are likely to capture the most attention and areas that may receive less attention using a VIBGYOR color gradient.

Fog maps are visual representations that highlight areas of a visual field or image where viewers experience low clarity or comprehension, indicating regions that may be confusing or unclear.

Fog Maps

It quantifies the level of attention drawn by an image or video, indicating the consensus on its most captivating elements. Images/videos with numerous intriguing components tend to score lower as attention disperses. Conversely, assets with fewer focal points garner higher scores as viewer gazes converge on specific areas.

Focus Score

Saliency Maps

Saliency Maps highlight sections that are likely to be viewed by your audience; this map will only show the areas which are viewed by the users.

Attention Score

It quantifies the overall interest the stimuli has received. It is calculated based on the intensity of heat maps. If there are more intense regions, the attention value will be higher.

To Measure Clarity & Engagement

Clarity Score

It tells you if your customers will easily understand your stuff or not. It helps you see how clear your message or visuals are, so you can make them better for your audience.

Area of Interest

Define specific regions within your content for an even deeper analysis of viewer engagement.

Second by Second Analysis

This offers users deeper insights, elevating research to a new level of advanced data analysis.

Original
Heat map
Fog map

Detailed Analysis of the Ad

Overall Score

52.1/100

Highest Focus: The ad achieved its highest focus score of 89.1 at the 50-second mark, near the end of the commercial. This moment, where the boss is left speechless after reading his employee’s polished email, added a lighthearted twist that resonated well with viewers.

Lowest Focus: A score of 60.87 occurred at 15 seconds when the actor on screen sighs wow, looking at an open envelope. Without much interaction or the understanding of the situation would have led to the drop in focus score.

Highest Clarity: Clarity peaked at 88.39 at the 31-second mark, precisely when the Apple Intelligence tool is shown in action, encapsulating the ad’s core message.

Lowest Clarity: The lowest clarity score of 61.18 was recorded in the final frame (58 seconds), potentially due to two factors: running text on the screen and distracting hand movements from the person in the frame, which may have diverted viewers’ focus.

Highest Attention: Viewer attention was highest at 32 seconds, scoring 62.76, as the camera zoomed in on the iPhone screen displaying the revised email crafted using the Apple Intelligence tool. The abundance of on-screen text here likely drew significant viewer attention.

Lowest Attention: Conversely, the lowest attention score, 15.32, was recorded at 50 seconds, where the focus was on a solitary person in the frame with minimal activity or visual engagement.

Summary Analysis

Apple's new ‘Write Smarter’ ad humorously demonstrates the power of AI in the workplace, following an office worker who uses the iPhone 16 Pro’s ‘Intelligence’ tool to transform his casual emails into impressively polished messages, much to his boss's surprise. Viewers connected strongly with the lighthearted twist as the boss reacts, making this moment one of the ad’s highest points of engagement.

The ad’s highest focus score of 89.1 occurred during this memorable moment, adding a lighthearted twist to the narrative. Clarity also peaked at 88.39, aligning with the ad’s message, as viewers watched the Apple tool in action. While attention dipped to a low score of 15.32 at a quieter scene near the end, the ad's average view completion rate still reached 32.25%, indicating significant viewer engagement. Produced by Apple’s in-house team, the ad will run across YouTube, social media, and TV, illustrating how AI can refine and elevate everyday communication.

Suggestions for Improvement

Reinforce the transformation: To enhance the humor and impact of the boss’s reaction, consider showing a direct comparison of the “before” and “after” emails on-screen. This would help viewers see the power of the tool more directly and amplify the comedic effect of the transformation.