Apple has just released a new iPhone ad titled ‘The Archives’. Unlike their ‘Shot on iPhone’ series of ads, this highlight focuses on a specific software feature in iOS.
It highlights the ‘Memories’ tab in the default Photos app that smartly selects photos 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.
