New Apple Intelligence Ad Highlights 'Clean Up' Feature in Photos App - MacRumors
Skip to Content

New Apple Intelligence Ad Highlights 'Clean Up' Feature in Photos App

Apple today shared a new ad for the Clean Up feature in the Photos app, which can identify and remove distracting objects from the background of a photo.


In the video, a man flexes his muscles in front of a mirror, while a woman takes photos of him with an iPhone. Later, the man realizes that the woman is visible in the mirror in the background of the photos, so he uses the Clean Up tool to remove her. The ad emphasizes the ease of using the feature, but in reality it does not always work perfectly.

Clean Up is an Apple Intelligence feature, meaning that it is only available on the iPhone 15 Pro, iPhone 15 Pro Max, or any iPhone 16 model. It was one of the first Apple Intelligence features to roll out, as part of iOS 18.1 last year.

Popular Stories

Apple Mac Students College Ad

Apple Says Mac is 'Best Choice for College' in New Ad Aimed at Students

Monday May 11, 2026 6:36 am PDT by
Apple today shared a new ad that promotes MacBooks as the "best choice for college." In the 90-second video, students are frustrated by but eventually overcome creative block while working on assignments like screenplays and CADs. "Mac laptops are your best choice for college," says Apple. "Whether you're studying business, engineering, design, or the arts — get started on Mac." The...
Ads Are Coming to Apple Maps Feature

Ads Aren't in the Apple Maps App Yet, But They're Coming Soon

Wednesday May 13, 2026 4:15 pm PDT by
Apple released iOS 26.5 yesterday with a new Suggested Places feature in the Apple Maps app, which is a precursor to the ads that Apple plans to start showing later this year. There was some confusion over whether ads are live, but as of now, the Apple Maps app still doesn't have ads. Apple did start laying the groundwork for ads in iOS 26.5 and tested a splash screen, but no ads appeared...
Apple Intelligence General Feature 2

iOS 27 Will Let You Pick Claude or Gemini Instead of ChatGPT for Apple Intelligence

Tuesday May 5, 2026 11:04 am PDT by
iOS 27, iPadOS 27, and macOS 27 will let users set third-party AI services as the default for Apple Intelligence features like Writing Tools and Image Playground, reports Bloomberg. Apple has signed a deal with Google and plans to use a Gemini-based model for Apple Intelligence and Siri features in iOS 27, but users will also be able to choose their favorite AI service as an alternative....

Top Rated Comments

sniffies Avatar
15 months ago
"Create an ad TODAY.

Work on the features the ad promotes TOMORROW."

Apple Intelligence in a nutshell.
Score: 37 Votes (Like | Disagree)
HouseLannister Avatar
15 months ago

but in reality it does not always work perfectly.
That's a very generous take on the feature.
Score: 28 Votes (Like | Disagree)
DHagan4755 Avatar
15 months ago
But...does Apple have a "clean up" feature for Apple Intelligence? 🤔
Score: 23 Votes (Like | Disagree)
FSMBP Avatar
15 months ago
Definitely a good feature! However, much like we're seeing with Apple today, competitors have had this and they do it better.
Score: 22 Votes (Like | Disagree)
15 months ago
I had the S24 for a bit when it came out and the equivalent feature was miles head of Apple’s current cleanup feature. Even trying to remove something small without a detailed background behind it seems to be very difficult for Apple Intelligence, it’s very bad.
Score: 17 Votes (Like | Disagree)
Veinticinco Avatar
15 months ago
As with all things Apple AI, it's somewhere between basic and barely functional. Light years behind Google's offering in this feature.

I really wouldn't be advertising it.
Score: 14 Votes (Like | Disagree)