Apple shows the magic behind Memories in new iPhone ad

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iPhone ad screenshot
iPhone automagically makes movies for you.
Photo: Apple

Apple has come out with a brand new iPhone ad this week, only instead of highlighting the device’s amazing hardware the commercial pulls back the curtain on how iOS creates ‘Memories’ based on the photos and videos in your camera roll.

The new ad follows a librarian as he carefully crafts a video for an iPhone owner that highlights the bond between a mother and her children. To accompany the ad, Apple also put out a new how-to that shows how to play the memories hidden inside your iPhone.

Try not to tear up while watching:

How to play Memories

If you don’t already know how to play Memories, it’s quite simple. Just open your Photos app, tap the Memories tab at the bottom and then select the memory you want to play.