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:

Looking For A Gift For Mom? Here’s Cult Of Mac’s Mother’s Day Superguide

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retromom

Type “Mother’s Day” into Google and right above the search results it’ll say “Mother’s Day is on Sunday, May 13, 2012.” Put it in your diary, order some flowers and get ready to spend some money on the woman who gave the best part of her life just so you could sit around reading sites like Cult of Mac on your iPhone.

To help you repay her frankly pointless sacrifice, here’s our Grand Cult of Mac Mother’s Day Gift Guide 2012, the best and most definitive gift advice guide you’ll read this year. Whether you mother is a nerd, a technophobe, a globetrotting traveller or just plain lazy, we’ve got you covered. There’s a Mac- or iOS-centric  gift for every kind of Mom in here… even yours!  Read on: