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:
But is this Apple back at its best, or do we need more out of Cupertino? Are fancy software updates enough to breathe new life into boring hardware? Is Apple’s new push into virtual reality and machine learning too little, too late?