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:

If you’ve got an iPhone, you have one of the best mobile cameras out there. But having a good camera and a good eye isn’t enough to make the most of your iPhone’s photo potential. That’s why we’ve rounded up these deals on tools for taking your mobile image-making to the next level. We’ve got phone and tablet stands that fold into the size of a credit card, a hand-held stabilizer, a grippy tripod mount, and case that includes a wide-angle lens upgrade. Read on for more details:

When Macphun entered the imaging software game, it wanted to make products as powerful as Photoshop, Aperture or Lightroom yet with fewer clicks to well-styled photos.

Today, Macphun released an update to its all-in-one editing app Luminar that can make a photo beautiful in still fewer steps.

How does one sound?

The only thing that comes close to trumping this Singapore couple’s love for each other is their unbridled passion for Apple products.

Self-professed Apple megafans Jermyn Wee and Chia Suat celebrated their marriage earlier this month by visiting the only Apple store in Singapore. They used the retail outlet as a backdrop for their cute wedding photos. The funny couple’s snaps almost didn’t happen because the usually shy guy didn’t want a photoshoot. When his soon-to-be wife proposed the Apple store as the location, Wee went all in.

Watch the happy couple walk down the Apple store aisle as customers clap:

You could say Think Thank thought of every kind of photographer with the release of two upgraded lines of camera bags.

The globe-trekker needing a mother load of gear can rely on the new StreetWalker Rolling Backpack. The discreet street shooter with a single body and lens may select the contoured TurnStyle 5 V2.0.

The drone geniuses at DJI are making it easier than ever to get into aerial photography with the unveiling of the company’s smallest drone ever called Spark.

DJI unveiled the new Spark drone at an event in NYC this morning where the tiny flying camera impressed watchers with some innovative new features like the ability to be controlled without using a remote.

Watch it in action:

Apple is revamping its efforts to keep customers educated on all of its platforms today with the launch of a new website called ‘Today at Apple.’

The new sub site provides Apple fans with portal that shows all of the events, classes and other happenings at local Apple stores, giving users an easy way to sign up for the 4,000 sessions held across the globe each day.

Instagram’s streak of sniping features from Snapchat isn’t about to stop with today’s new addition of Face Filters.

Location-based stories are set to be the next big feature Instagram adds to its toolset, only instead of just copying the way Snapchat curates stories, Instagram plans to tap into one of its ‘hidden gems’ to make stories a powerful tool for all users.

Apple is continuing to push Portrait Mode in its newest ad for the iPhone 7 Plus that takes place in a barber shop of all place.

The new ad was shared on Apple’s YouTube channel today promoting the Portrait Mode feature that is powered by the dual-lens camera on the iPhone 7 Plus. Apple’s fun new ad shows how Portrait Mode makes the ordinary look extraordinary by advanced tech to blur the background, making subjects pop more than ever.

Enjoy the funky new video:

Did you know that you can shoot video and take still photos on your iPhone at the same time?

If not, you definitely need to watch Apple’s latest series of iPhone 7 videos that offer tips on how to capture amazing photos with the camera that’s always with you. Apple posted four more videos today that go with the other photography tutorials that came out yesterday. Now you can learn more about selfies, better angles, golden hour and more.

Watch all four new videos: