Cat lovers share a unique–some might say fanatical–bond with their pets. There’s a reason you may sense that it’s felines, not their humans, who rule the roost.
Apple captures that special bond in the latest ad for its artificial intelligence (AI) system, Apple Intelligence, which introduces a cat named Garrett. Despite his bland name and innocuous appearance, Garrett has a powerful hold on his owners.
The spot follows a couple at home as the man snaps a photo and uses Apple’s Clean Up feature on the iPhone 16 Pro to remove Garrett from the picture. He shows his partner his achievement, but she is less than impressed, saying dryly, “I always knew you hated Garrett.”
More chilling, however, is Garrett’s reaction. The cat stares down the man until he quickly undoes the change and puts Garrett back in the photo.
Filmmaker Andreas Nilsson directed the ad, which was created in-house.
Apple released Apple Intelligence last year. It’s built into the iPhone, iPad, Mac, and Apple Vision Pro, with more platforms and languages rolling out soon, according to the brand.
Its debut ads in September 2024 featured Bella Ramsey, the actor from The Last of Us and Game of Thrones. In May, filmmaker Olivia Wilde, known for the movies Booksmart and Don’t Worry Darling, made her Apple directorial debut with Apple Intelligence ads targeting students.
