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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:

Apple is stepping up its video game by hiring one of the key employees from YouTube that helped the service become the world’s biggest video streaming platform.

Vijay Karunamurthy, who worked at YouTube in its early years and then went on to co-found the food rating app Nom, has reportedly joined Apple, though the company is staying tight-lipped on what he’s working on.

The iPhone 8 is expected to be Apple’s most beautiful device ever, but a new concept imagines what it would be like if it was also the most indestructible smartphone.

A flexible screen like the one seen in the video below would come with some big benefits, like the ability to wrap the iPhone around your wrist. Or it could be used as a curved screen for VR viewing.

Check out the neat demo:

Apple’s new ARKit tech could completely change the way we view the world, including when it comes to iPhone rumors.

Using the newly release ARKit framework Apple debuted at WWDC 2017, the folks at ConceptsiPhone have created a new video that brings the iPhone 8 into the real-world. What’s most impressive is ARKit’s ability to track the iPhone 8 concept, making it look like someone got heir hands on an early unit.

Check it out:

Three of the new hardware products Apple unveiled today at WWDC 2017 won’t be available until then end of 2017, but thanks to a hands-on section Apple hosted to developers, you can already get an idea of what it’ll be like to use the new iPad Pro, iMac Pro and HomePod.

Press members have been busy playing with the new products all afternoon and the early impressions are overwhelmingly positive. Of course, some issues on the iMac Pro and HomePod may still need fixing before launch, but it sounds like fans will love them.

Hot on the heels of it’s big batch of software and hardware announcements at WWDC 2017, Apple has published a series of new ads to its YouTube channel promoting its new products.

Apple fanboys won’t even be able to by the new iMac Pro until the end of 2017, but for now you can lust after it by watching Apple’s teaser ads over and over. There are also some new ad spots for the powerful new 10.5-inch iPad Pro.

Check ’em out:

Roberto Hoyos has a message for Apple that is made in fun but is deadly serious and is said – well, sung – on behalf of many frustrated Mac users.

The founder and CEO of Throwboy, the maker of emoji pillows and other plush toys inspired by digital culture, has made a music video that parodies Ed Sheeran’s Shape of You, but warns Apple that Mac users will soon turn to PCs if they don’t get a major update on iMacs and MacBook Pros soon.

Mixer, Microsoft’s new game streaming platform, has landed on iOS.

Formerly known as Beam, Mixer is taking on the likes of Twitch with live-streaming “that’s actually live” — not delayed. The iOS app lets you enjoy broadcasts in real-time, connect with your favorite streamers, and more.

Earth Day 2017 festivities ended over a month ago, but that’s not stopping Apple from busting out another one of the quirky cartoon videos it made for the holiday.

Apple published a new Earth Day video today that highlights the problems it faces in regards to recycling materials from old iPhones. The ad explains how iPhone parts get a second life after Apple’s robot Liam has stripped them all away.

The first trailer for Apple’s new documentary Can’t Stop Won’t Stop: A Bad Boy Story has finally landed, giving a glimpse into the film that chronicles the rise of Sean “Diddy” Combs and his record label, Bad Boy Entertainment.

Can’t Stop Won’t Stop explores the history of Bad Boy via a series of in-depth interviews with icons such as Nas, Mary J Blige, Puff Daddy, Lil Kim, Faith Evans and even Apple’s own Jimmy Iovine.

Check it out:

The first video footage of Apple’s self-driving car has already surfaced on the internet, just over a month after the company first received permission to drive on public roads.

Apple’s self-driving car is actually a Lexus RX450h outfitted with sensors powered by Apple’s own autonomous driving software. Video of the car in action reveals Apple’s project is already highway-worthy as the company races to catch up to its competition.

Watch it cruise the road with ease:

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.

Apple’s patented pizza box set the tech press on fire earlier this week when Wired took a behind-the-scenes look at the nearly finished Apple Park campus.

Even though the story packed tons of interesting details about the campus — like how it originally looked like a penis until Steve Jobs’ son intervened — the custom-designed Apple pizza box stole everyone’s attention. The box has actually been on Apple campus for a long time, but was never seen by the public until now.

Apple hasn’t exactly given the iPad first priority when it comes to iOS updates, but that could change next month at WWDC where the company is expected to unveil iOS 11.

Most of the iOS 11 concepts we’ve seen have been all about the iPhone, but iPad power-user Federico Viticci and Sam Beckett created a beautiful concept that shows some big and simple changes that would transform the iPad from a fun tablet into a pro machine. Features like Finder, Drag and Drop between apps, multi-channel audio and more are on display in the fantastic mockup.

Apple, if you’re reading this, please steal these features:

In keeping with its trend of highlighting regular users in its ads, Apple has debuted a new series of videos on its YouTube channel, showing how Apple’s Accessibility features can help users in their everyday lives.

The seven “Designed for” videos, each running under two minutes, highlight stories like a visually-impaired DJ who uses Apple’s award-winning VoiceOver feature, or a sport-playing teenager unable to use her natural voice, but able to communicate using the TouchChat app on her iPad.

Check them out below.

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:

When a software company announces it’s starting a talk show, it’s hard to imagine anything less riveting.

But when that company is Adobe and the guests are some of the brightest creative minds sharing how they work, that not only has potential to hold your attention, it could also inspire you to make something for yourself.

You can get a good idea of what the iPhone 8 might be like to use, thanks to a new concept video that imagines how redesigned apps will look on the device.

Apple is supposedly going with a bezel-free design this year, which could give developers more space for new features. Viewing pictures will also be an incredible experience if Apple includes an edge-to-edge display that makes it feel like you’re holding a photograph.

Check it out:

Snap Inc apparently wants in on the hottest new trend among tech companies: TV shows.

Following the lead of Amazon and Twitter, Snapchat reportedly plans to start showing vertical short films in its app. Only instead of doing all the work on its own, the company is inking deals with some of the biggest names in media.

Apple’s new iPhone 7 Plus ad will make you fall in love with falling in love.

The new minute-long ad showcases Portrait mode on the iPhone 7 Plus but it’s really about a couple’s romantic stroll through the city while “Sing to Me” by Walter Martin and Karen O plays through the background.

Check it out:

YouTube is testing a Dark Mode design, which can be toggled on and off once you activate it.

If you’re watching videos late at night, Dark Mode is super-useful to help avoid straining your eyes — plus, it just looks cool. Find out how to enable YouTube Dark Mode it in the video below.

Want to save a ton of money on a new iPhone? Try building your own.

Using a bunch of replacement parts bought at a marketplace in China, an ingenious YouTuber proves it’s entirely possible to build your own iPhone 6s. It turns out buying the parts is way cheaper than getting an iPhone 6s directly from Apple, as long as you’re cool assembling the tiny parts on your own.

Nintendo’s new Switch console is turning the gaming world on its head, but it could soon face some fresh the Raspberry Pi.

YouTuber Sudo Mod recently revealed his latest creation that stuffs a Raspberry Pi, LCD and controller into a tiny Altoids tin. The finished product looks like something you’d actually want to game on and it’s even more convenient to carry around than an iPhone.

Prepare to be amazed:

Apple is expected to ditch the Home button with the iPhone 8, but that could create some new problems, like, “How will you get back to the Home screen?”

Switching between apps wouldn’t be the same without a Home button to click. An interesting new iPhone 8 concept out of Italy explores how changes within iOS could provide a seamless experience if Apple removes the only navigation button on the iPhone.

Check it out: