The latest film highlights how Mac and Apple Intelligence tools like Writing Tools and the M4 chip in MacBook Air empower students to learn more creatively and efficiently.

Apple has unveiled its second Mac campaign aimed at college students in India, titled “Lessons”-a continuation of last year’s “Work Is Worth It” campaign.

The new film showcases how Mac and Apple Intelligence features, such as Writing Tools and the MacBook Air’s M4 chip, support students in learning smarter-not harder- by moving away from traditional study routines. The campaign will run throughout the back-to-school season across broadcast, digital, and social media platforms.

Directed by Ayappa, the film offers an authentic glimpse into student life, complemented by an original music track crafted from voice samples of common advice passed down by teachers and elders.

In one scene, a student uses Summarise in Writing Tools – powered by Apple Intelligence – to condense pages of notes into a single, concise bullet point, saving her from pulling an all-nighter at the library. In another, a student relies on the speed and multitasking capabilities of the MacBook Air with M4 to run engineering software such as AutoCAD, MATLAB, and Xcode with ease.

The campaign will continue to roll out throughout the summer, aligning with the back-to-school period across various media channels.

Apple Intelligence is Apple’s personal AI system integrated into the iPhone, iPad, Mac, and Apple Vision Pro. It helps users write, communicate, and complete tasks more efficiently – while prioritising user privacy.

To further demonstrate its new AI features, Apple has also released a film titled “Hands On with Apple Intelligence.”Key highlights include:

• Clean Up in Photos: Remove unwanted people or objects from images.
• Genmoji: Create custom, personalised emojis.
• Image Playground: Quickly generate images on demand.
• Writing Tools: Rewrite, summarise, proofread, or edit text effortlessly.
• Summarise in Mail: Instantly catch up on email threads and complex messages.
• Visual Intelligence: Use the iPhone camera to understand your surroundings.
• ChatGPT Integration: Built into Siri and Writing Tools, allowing seamless access to ChatGPT’s capabilities without leaving your app.

Apple Intelligence is compatible with iPhone 15 Pro models, the upcoming iPhone 16 series, iPads and Macs with M1 or later chips, and Apple Vision Pro. Support for additional languages and platforms is coming soon.

Credits:
Agency: TBWA\Media Arts Lab APAC (India)
Director: Ayappa
Directors of Photography: Carlos Feher and Toni Vidal Llorens
Music: “Lessons” by Sofyann Ben Youseff