Apple Releases A Heart-Touching New iPhone Ad that Highlights the Memories Tab in Photos

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has just released a new iPhone titled ‘The Archives’. Unlike their ‘Shot on ’ series of ads, this highlight focuses on a specific software feature in iOS.

It highlights the ‘’ tab in the default app that smartly selects and videos from history that you have taken using your iPhone and automatically creates a movie out of those, complete with beautiful transitions and great music to go along.

The ad itself is beautifully shot, and features an old man going literally through archives and selecting old photos and videos to create something beautiful, memorable and heart-touching.

It’s one of the most beautiful ads I’ve seen and is sure to leave a tear in your eyes.

Watch here

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Founder, Principal and Editor-in-Chief at iXyr Media. Digital Media Consultant for the most parts. Hobby photographer and cinematographer in the free time. My passion for cameras far exceeds my passion for writing.

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