iPhone 16 Pro: Clean Up

Apple has launched a new film showcasing its ‘Clean Up’ tool, powered by Apple Intelligence on iPhone 16 Pro. The film, directed by Andreas Nilsson, features a young man posing and flexing whilst his mother takes pictures. As she captures the shot, the mirror behind her son captures her reflection, showing her in each image alongside her son. By using the Clean Up tool, a simple tap effortlessly removes her reflection from the photos. Powered by Apple Intelligence, Clean Up in Photos is perfect for those times when an unwanted object or person ends up in the frame of a photo. The tool gives users a way to remove distracting elements while staying true to the moment as they intended to capture it. The campaign will run across Apple's digital platforms, social media, and broadcast channels, inviting users to discover how Clean Up can transform their photography experience.