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:

You can’t yet automatically save incoming photos and videos from the Messages app in iOS, but there is a way to quickly select a whole bunch of iMessage pictures and movies, and save them all to your Camera Roll.

Why would you want to do this? The main reason is search. Once your media gets inside the Photos app, it can be searched and included in Memories. Plus, all the pictures of people will get scanned and recognized. In short, right now some of your most valued pictures don’t show up in the place you keep all your pictures. Let’s change that.

iOS 11 brings some neat new editing features to Live Photos, but the good news is that you can edit those same Live Photos, with the same new filters and effect, on an iPad. Let’s take a look.

One of the many new iOS 11 features that went unannounced in Monday’s WWDC keynote may be one of the biggest: Animated GIFs are now supported in the Photos app. Not only that, but they get their own dedicated album, called Animated.

Search is open of Photos’ apps best features, but when do you ever really use it? Never, I’d say, but that’s about to change. Search is only useful when there’s something you’re looking for. While it’s fun to see all the photos you took of cats, or guitars, or whatever, search’s real power comes when you’re looking for something specific. That is, when you’re looking for than one photo you need to show your dining companions right now. Let’s see some tricks on how to do that.

Apple is turning up the heat on Android with a fresh redesign of its website that teaches smartphone customers how to transition to iPhone.

The new site makes it super-easy for Android users to make the change to iOS by promoting one of Apple’s only Android apps: Move to iOS.

Summer is finally upon us and staying up to date with the latest devices is essential for vacation season.  With long awaited trips rapidly approaching, having a great camera to document all your adventures is paramount. Do yourself a favor this summer, sell your old device, and upgrade to a new iPhone 7 or 7 Plus just in time for that beach trip!

3D touch is the feature that keeps on surprising you. Just when you thought you’d discovered all its tricks, up pops another one. Today we’re going to see how pressing on pictures in the Photos app offers all kinds of handy shortcuts for wrangling Faces, Albums, and Moments.

The iOS Photos app might just look like a simple grid-like list, but it has a ton of hidden power. For instance,  you can see your photos on a full-screen, 3-D Flyover map. And with one simple swipe on a photograph, you can see where it was taken, see other photos taken nearby, and collections photos that your iPhone figures are related to the one you’re looking at. It’s a fantastic way both to find out more about your pictures, and to browse. After all, why limit yourself to flipping through pictures, one by one, in the order you shot them, like some film-camera using hipster luddite, when you can see your photos on a map in Apple’s glorious 3-D Flyover view?

Google Assistant may have just made its way to iPhone, but it’s not even close to the most exciting thing to come out of Google I/O today.

That would be all of the incredible new features coming to Google Photos, including new sharing options, stunning Photo Books you can build in just a few taps, intelligent photo editing, and Google Lens integration.