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. 

Join with us - Behind the Seen

Seen & Unseen is free for everyone and is made possible through the generosity of our amazing community of supporters.

If you’re enjoying Seen & Unseen, would you consider making a gift towards our work?

Alongside other benefits (book discounts etc.), you’ll receive an extra fortnightly email from me sharing what I’m reading and my reflections on the ideas that are shaping our times.

Graham Tomlin

Editor-in-Chief

Article
Comment
Digital
Sustainability
5 min read

Big Tech is gaslighting us into waste

After being nudged to ditch yet another working device, I’ve had enough

Jean is a consultant working with financial and Christian organisations. She also writes and broadcasts.

A flat screen on a desk displays a colourful pattern.
BoliviaInteligente on Unsplash,

I wasn’t supposed to write this article. Actually, I was going to about a month ago. But I decided against it because I had a good experience with a Big Tech company, but today I changed mind. Let me start from the beginning.  

Back in 2018, I bought a Samsung flatscreen TV for a flat I was renting in Southfields, if you don’t know South London well, that’s basically Wimbledon. I had just moved back to London. I remember I was excited about it because I hadn’t bought a TV for any of the other places I had lived in. I remember doing all the research. I wanted a Samsung because I am not an Apple person. I couldn’t afford the latest Samsung flatscreen, so I got a mid-range one. It was just as good as I thought it was going to be. In fact, I was pleasantly surprised by the quality for the price I paid. 

When I moved back home during the pandemic, it became the kitchen TV and is still going strong. This Samsung TV is fantastic. The picture is crisp. If I am streaming a show in HD, it gets even better, noticeably better. Compared to the new, bigger TV, in the front room, it’s like night and day. Imagine my surprise when, some of the apps I regularly use on my good old kitchen TV stopped working. The TV works perfectly, but the apps no longer support my TV. In other words, Samsung and the app providers want me to buy a new TV when my TV is not broken. How can I throw away or upgrade a TV that isn’t broken? 

Now you might be thinking it’s not necessarily a deep concern to hold. But this has happened to me before. My tablet, yup, another Samsung product, works perfectly well. It does what I want it to do. I bought it in 2020. I have no need, reason or desire to upgrade or buy another tablet. I was absolutely fine. That is until earlier this year, when Samsung rolled out a software update. My phone was updated automatically. The user interface changed, security is better and Gemini, Google’s version of ChatGPT, has been integrated into my search engine. The update was so transformative, that I questioned why my tablet also hadn’t updated automatically. I kept refreshing the updates screen, hoping it would come through, but nothing happened. So, as any self-respecting millennial would, I googled it.  

What did I find? Samsung is no longer providing updates for my tablet. It is five years old, how does that even make sense? Again, I find myself with a working product, no scratches, no malfunctions, no problems whatsoever. A product I love but I am again being forced to eventually ‘throw it’ because Samsung have stopped providing software updates for it.  

In sharp contrast to Samsung's sudden obsolescence in my life, I was left delighted after, yet another tech fail instead led to a positive outcome. Last month, the screen on my Fitbit suddenly stopped working. My steps and sleep were still being captured and recorded in the app, I just couldn’t see anything, including tell the time.  As you would expect, I thought, ‘Here we go again, another Big Tech company forcing me to buy another product’. I had determined I wasn’t buying a new Fitbit. Instead, I decided I would contact Google. In the Fitbit app, you can get Google to call you back. So, I did and immediately, I found myself speaking to a lovely gentleman in San Francisco. Within five minutes, we concluded that there was a genuine fault. I sent my broken Fitbit off and two days later I received a refurbished replacement. After this experience, I felt okay again about Big Tech. I was in a good place, no need to write this article. Until today.  

This afternoon, as I opened Microsoft Word. There was an announcement. From 14th October 2025, Microsoft will no longer support Office 2019. I am actually shaking my head in disappointment as I type this. Why is this a big deal? When I bought my PC in 2020, I made a deliberate choice to buy the packaged version of Microsoft Office and make a one-off payment. I did not want to entertain or engage in Microsoft’s attempt to turn a packaged good product, Office, into a subscription product Microsoft 365, to extract more money from me in the long run. But here I am again, being forced to do away with a perfectly good, working product by another Big Tech company all in the name of profit.  

These things annoy me because I am being coerced into making choices that go against my value system. I would not describe myself as overtly climate conscious, but I am against waste. I do not subscribe to the idea of a culture that creates and fosters a society driven by consumerism at the behest of profit. Whilst Microsoft, isn’t asking me to throw away a physical product, its actions are causing me to think it is okay to do away with a perfectly decent product for no good reason. The only reason why Samsung and Microsoft are forcing me to change my working products, products that I am happy with is, so that they make more money. I am loyal to them. I have nowhere else to go. They provide a good service we have all encountered, the gradual, then sudden decline of our phone batteries around about the 18-month mark. Another example of unnecessary waste.  

It all feels a little disheartening. We can no longer take these brands’ values at face value. Excellence and quality no longer mean superiority and long lasting. Instead, they mean ‘excellent until we release a new version next year when you ought to buy again or else we will stop supporting you’. No wonder we are all slightly suspicious of Big Tech, we don’t believe they represent what they say represent. We no longer trust that their ‘yes means yes and their no means no’. 

Sadly, in politics the climate discussion has been reduced to a debate around the viability of achieving net-zero in x many years. But what would happen if we broadened out the conversation, and we looked a little bit deeper into the areas of genuine waste. Areas where our consumerist profit driven approach is forcing us to waste rather than steward the world’s limited resources. What would it look like if governments held corporations accountable for practices that force consumers to buy more than they need? Not to stifle innovation or growth but to stop waste. I don’t want to throw away my phone, tablet or TV but sadly Samsung is forcing me to. That just can’t be right. 

Support Seen & Unseen

Since Spring 2023, our readers have enjoyed over 1,500 articles. All for free. 
This is made possible through the generosity of our amazing community of supporters.

If you enjoy Seen & Unseen, would you consider making a gift towards our work?
 
Do so by joining Behind The Seen. Alongside other benefits, you’ll receive an extra fortnightly email from me sharing my reading and reflections on the ideas that are shaping our times.

Graham Tomlin
Editor-in-Chief