Article
AI
Character
Culture
Digital
7 min read

Apple’s AI ads show how we can lose our moral skills

Apple Intelligence promises to safeguard us from the worst of ourselves.

Jenny is training to be a priest. She holds a PhD in law and writes at the intersection of law, politics and theology.

A worker at a desk sits back contemplating a situation
Dour Dale contemplates AI.
Apple.

“I got through the three stages of the interview process, and they said I had done well, but they aren’t hiring any computer science graduates anymore. AI is cheaper, and faster.”

John*, a bright 24-year-old coder and philosopher, has just completed an MSc in Computer Science from one of the top universities in the UK. And he can’t find a job. AI has outcompeted him. In a couple of years, he says, entry level into computer science as a field will require a PhD. What about in ten years, or twenty? Will the only people able to work in the field have to effectively be geniuses to keep up with a technology that’s metastasizing at the rate of knots? It felt painfully ironic to be discussing over coffee the death of an entire sector of meaningful jobs less than a week after the new Labour government announced its plans to “turbocharge” AI (Artificial Intelligence) as the saviour of the nation’s economy. What are we willing to sacrifice in the name of “national renewal”?  

As worrying as John’s story is, there is much more than jobs – and the skills, knowledge and social relations tied up in them – on the line when it comes to AI. The alleged saviour of the nation’s economy is after your soul as well, it turns out.  

This came home to me starkly over the Christmas holidays with the new advertisements for Apple Intelligence tools on MacBook Pro. In the first ad, “Lazy Lance” – a procrastinating business professional – sheepishly shifts in his seat. He has been asked to make a presentation on the new business prospectus, and he has been caught out, unprepared. But he is saved at the last moment. The click of the “Key Points” button using the new Apple Intelligence software on his MacBook Pro provides him with the critical breakdown summary needed to avoid becoming the pariah of the team. The sheepish shifting turns to smug smile: his substandard performance has evaded detection with the ready aid of Apple Intelligence.  

In the second ad, “Dour Dale” – a disgruntled office worker – writes a scathing email to the “monster” who has devoured his pudding from the communal fridge. Before clicking send on this missive, he raises his eyes from the raging words on his screen to see a pious teddy bear holding a love-heart which says “find your kindness.” This moral cue from a cuddly toy prompts Dave to select the “Friendly” button from the dropdown list on Apple Intelligence writing tools, which immediately converts his childish strop over pudding thievery into a mature response in which he kindly expresses his disappointment along with a polite request for the pudding to be returned. The only moral effort required of Dale is the click of a button; Apple Intelligence sorts out the bile and the blame and re-presents his pudding fury in a professionally palatable manner.  

These advertisements for AI tools are designed to provoke an empathetic laugh. Who indeed can honestly say they have never arrived unprepared to a meeting, or at least mentally penned a vindictive response to the tiniest office slight?  

AI is poised to strike at the root of our individual virtue, by inserting itself as an emotional regulator. 

However, underneath the easy laughs, I felt a profound sense of dis-ease when watching them. They indicate just how far AI has already begun to penetrate our moral economy. By inserting a technological tool to disguise or translate social interactions into new terms, our moral relations with each other are deceptively smoothed to avoid the social and personal costs of shame (e.g. Lance using “Key Points” rather than owning up to his poor work ethic) and anger (e.g. Dale using “Friendly” mode to transform his email from raging diatribe into courteous appeal). As appealing as it sounds to have automatic tech weapons to tranquilise social and emotional bugbears, they also remove daily opportunities to learn how to live and work together.  

For example, as excruciating as it is to be the person who came to the meeting woefully under-prepared, embarrassment can be a very useful corrective in learning the art of time management as well as the virtue of pulling our weight. We probably all know from school what it feels like to work on a group project, when only half the group cares about the outcome. If we do not learn moral skills of responsibility and accountability in our formative years, the workplace becomes a vital school for virtue in adulthood where we learn what it means to be trusted and how to be worthy of it. As in the case of Lance, AI now offers us everyday tools which help us to avoid embarrassment and effectively hide our lack of effort, taking the edge off of the very exposure that would help us to grow in both skill and trustworthiness. This is not propaganda for the Protestant work ethic but rather a top survival tip for the human soul in hyper-capitalist economy. Maintaining the moral significance of our labour as a school of formation in self-respect and trustworthiness does not baptise the extractive and exploitative nature of many workplaces. Rather, it offers a means of resistance to the soul-destroying idea that we are all replaceable, that nothing really matters and that our efforts are simply grist for the eternal and insatiable mill of market supply and demand.

In the case of Dale, Apple Intelligence goes beyond protecting users from social shame: it promises to safeguard us from the worst of ourselves. Of the two Apple Intelligence advertisements, I find Dale’s to be even more pernicious because it evidences how AI is poised to strike at the root of our individual virtue, by inserting itself as an emotional regulator. Rather than doing the difficult work of redrafting the email himself, which would require Dale to critically examine his own reactions and put himself into the shoes of the recipient, Apple Intelligence offers to do it automatically. By short-circuiting Dale’s process of recognising the emotions underneath his rage, he misses a critical opportunity to learn for himself what his anger is all about, and even more than that, to practice the art of genuine self-mastery in conflict. The AI tool smooths out the conflict on the surface, while Dale is presumably left with all those rotten feelings built up and unprocessed, because he has not had to do the difficult work of converting his aggressive monologue into a respectful dialogue with another human being.

The insertion of these seemingly innocuous AI tools into the spheres of our everyday, workaday lives introduces new means and modes of (self) deception in our habits, where we are able to hide much more easily from honest moral evaluation of the quality of our work as well as our interpersonal relationships. It also risks new heights of moral “de-skilling” over time as we live in a social and economic world that has become so deeply mediated by technology, to the point where we may very well eventually trust Apple as the gold standard of professional behaviour rather than our own discernment. The soul – our very interiority – is the new frontier of economic expansion, in the name of securing Britain’s place in the ranks of global competitiveness.

To AI enthusiasts, all this may sound like Luddite naysaying. Many people find AI tools helpful in the process of research and preparation. Even some priests, I have recently discovered, use Chat GPT to aid sermon-writing. And what, as a priest friend asked me recently, is the problem with these time-saving tools, as long as we use them critically?

Apart from the obvious answer that AI can’t be trusted to get all the facts right, let alone the word of God, this question presumes that human beings’ critical faculties and moral compasses remain fundamentally unaffected by these new technologies. It may be true for older generations (whose formative years occurred well before the meteoric surge of digital technology in the early 2000s) that technology continues to function as an optional extra to make life that little bit easier. But for Gen Z and below, and even for some younger millennials, intuitive digital technologies have become so fused with the ways that we learn and process information that it is no longer – if it ever was – a neutral tool to improve our lives. We are only learning now about the extent to which social media has thoroughly penetrated the emotional worlds of teenagers, with severe consequences for their wellbeing. What will be the consequences for the generations to come, when AI becomes so integrated into the emotional and social fabric of our lives that we cannot quite tell where we start and it begins? The risk with “turbocharging” AI is not only a huge number of jobs, but the atrophy of our moral muscles as AI encroaches further into the heartlands of what it means to be human. While a few tech elites may always stay one step ahead of AI and keep it safely in the toolbox rather than the driver’s seat, most of us time-poor plebians are being taken for the ride of our lives.

 

 *Name changed for anonymity. 

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Article
Comment
Ethics
Fashion
Race
5 min read

Anna Wintour is not a moral compass

The Vogue editor’s championing of diversity is all very well, but it’s based on what sells
Anna  Wintour stands holding a small mic.
Anna Wintour.
UKinUSA, CC BY-SA 2.0, via Wikimedia Commons.

Last month, the Costume Institute at the Metropolitan Museum of Art in New York launched a new exhibition. “Superfine: Tailoring Black Style” highlights the history of Black people resisting white supremacy through their sartorial choices. A few weeks after it opened, the 2025 Met Gala, which serves to raise funds for the Costume Institute, was chaired by Black voices across the creative industries, including A$AP Rocky, Pharrell Williams, Lewis Hamilton, Coleman Domingo and Lebron James. The exhibition has already received rave reviews from Black writers and academics, likely in part due to its co-curation by Monica Miller, who literally wrote the book on the subject Slaves to Fashion: Black Dandyism and the Styling of Black Diasporic Identity

Concurrently, a few hours south of New York City’s Metropolitan Museum of Art in Washington DC, Donald Trump was calling Diversity and Inclusion initiatives “dangerous, demeaning and immoral.” A series of policies rolled out across the US federal government has led to the shutdown of not only diversity programmes, but a quiet disappearance of wording and other initiatives that might be interpreted as promoting similar themes. 

But the Costume Institute, which does not receive any federal funding, is uniquely free to follow Anna Wintour’s steer. And Wintour, Conde Nast’s Chief Content Officer and Editor in Chief of Vogue, is fighting back. “I feel we need to be courageous”, she told the Washington Post last month. Now, she added, is “a challenging time”.

Until now, Wintour has been an unlikely activist. Vogue has long been criticised for a range of ethical issues that include,  including lack of diversity, promotion of unhealthy body standards, and the sexualisation of young women. But are the magazine and Wintour now our bastion for future hopes of racial justice and equality?

In 2020, many of my friends and family ordered books and listened frantically to podcasts about race in America because of the events surrounding George Floyd’s death. In May 2020, a video circulated of officer Derek Chauvin suffocating George Floyd as he called out for his mother, leading to a flurry of protests and debates about the racial bias present in institutions. 

In those days, learning about the systematic injustice faced by Black Americans and calling for change felt popular. Everyone was doing it. Books like The New Jim Crow by Michelle Alexander, Why I’m No Longer Talking to White People About Race by Reni Eddo-Lodge, The Color of Law by Richard Rothstein, and How to be an Anti-Racist by Ibram X. Kendi filled our Amazon carts and library holds. 

These days, many of those books have quietly disappeared from the shelves. For sure, there are those who continue to fight for racial equality. But the winds have changed, with some companies - like Conde Nast - landing on one side, while Google, Meta and Amazon disappear from the horizon. 

It’s easier to flip through beautiful images and call it a day, than to be a part of real, diverse communities.

It might seem obvious that brands are not the best source for our moral formation. But the fact is that many of them see themselves as culture-forming and mission-driven. If you don’t have something else to help form your idea of what the world should look like, why not Vogue, with its picture-perfect editorials, or Google, with its future-facing innovations? 

For me, my beliefs in diversity and racial justice come from something stronger: my Christian faith and the many Black men and women globally who share this faith with me. It was my reading of Black Liberation theologian James Cone that first showed me the depths of beauty I could gain by understanding my faith through someone else’s perspective. Cone was famous for his book which drew parallels between Jesus’s death on the cross by Roman crucifixion, and the deaths of many Black men by lynching in the American South. Cone stopped me in my tracks, making me rethink a key symbol of my faith. He said this: 

“The cross has been transformed into a harmless, non-offensive ornament that Christians wear around their necks. Rather than reminding us of the “cost of discipleship,” it has become a form of “cheap grace,” an easy way to salvation that doesn’t force us to confront the power of Christ’s message and mission. Until we can see the cross and the lynching tree together, until we can identify Christ with a “recrucified” black body hanging from a lynching tree, there can be no genuine understanding of Christian identity in America, and no deliverance from the brutal legacy of slavery and white supremacy.”

It won’t make it into a Vogue editorial anytime soon– but maybe that’s the point. 

A faith-based belief in justice comes with challenges. It can feel tiring to face a troubled history of racism in a religious institution. Existing in diverse, faith-based communities brings everything from awkward cultural differences to true and genuine disagreements. The global Anglican communion faces tension between white, liberal progressives in the UK who want to celebrate gay marriage in the Church of England, and an assemblage of Christians of colour in the Global South who maintain strong convictions about traditional views of marriage and gender. Our faith in Christ is the anchor that holds us together. But these are real disagreements; they’re not trivial, and there’s no easy way forward. 

It’s easier to flip through beautiful images and call it a day, than to be a part of real, diverse communities. And this is why we can’t rely on people like Anna Wintour to form our vision for the future. As nice and important as it is to promote diversity in models, photographers, and designers, ultimately Vogue will be shaped by what its editors and publishers think will sell on the newsstand.  

This is my plea for us all. Let’s not let the shifting tides of any company– Meta or Vogue– decide our ethical convictions towards justice. Let’s rely on something stronger.

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