Lonely red balloon stars in Apple’s new iPhone 7 ad

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Meet the star of Apple's new ad.
Meet the star of Apple's new ad.
Photo: Apple

Apple has been quick to tout all of its amazing new hardware in its iPhone 7 ads, but the company’s latest spot is all about software. And balloons.

The new expressive messaging features of iOS 10 take the spotlight in Apple’s new ad that features a lonely red balloon drifting across the globe before meeting up with hundreds of its balloon friends to throw an iMessage party for one special person.

Check it out:

Bill Maher explains why you don’t need to buy iPhone 7

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Do you really need to buy the iPhone 7?
Do you really need to buy the iPhone 7?
Photo: HBO/Real Time with Bill Maher.

HBO talk show host Bill Maher railed on Apple for not thinking different with the iPhone 7 on his latest show. He suggested that if Apple really wanted to do some thing truly innovative, it should try not releasing a new iPhone ever year.

The comedian’s hilarious segment took aim at everyone from the shareholder that demand greatness every quarter, to the early adopters enabling the monster.

Watch Bill go in on Apple:

iPhone 7 components only cost Apple $220

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iPhone 7 back
iPhone 7's new iSight camera is better, but not the best.
Photo: Ste Smith/Cult of Mac

The iPhone 7 features some of the most incredible tech found in a smartphone but the components only cost Apple about $220.

Including the basic manufacturing costs of $5, Apple’s total bill to manufacture the 32GB iPhone 7 reaches a total of $224.80, according to a teardown by IHS that found the device is $36.89 more expensive to produce than the iPhone 6s.

iPhone 7 faces Aussie surf test at Bondi Beach

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iphone 7 surfing in australia
Is iPhone 7 the ultimate action cam?
Photo: SoBadSoGood.

Apple’s waterproofing on the iPhone 7 is looking worthy of the price to upgrade alone.

I can’t count how many iPhones I’ve destroyed over the last nine years during water accidents. But after watching the iPhone 7 take a surfing lesson at Australia’s beautiful Bondi Beach, it looks like Apple totally undersold just how water-resistant the new smartphone truly is.

Watch the iPhone 7 catch waves: