Apple may be known for its pristinely homogenous designs, but the tech giant is also trying to pull at our heart strings and tap into our personal histories with its latest video ad. Titled “The Archives,” the short spotlights the iPhone 7‘s Memories function from the Photos app, which automatically creates slideshow movies out of the photos and videos in your camera roll. Backed by a sentimental soundtrack featuring a cover of “Unchained Melody” by Lykke Li and “Her Dreams” by Luca D’Alberto, the short visual opens with an elder man sifting through physical photos in a large library, later using old-school techniques to compile a film roll of memories. The ad then forwards to modern day to demonstrate how said memory roll can essentially be recreated in a matter of seconds on one’s iPhone.
In case you missed it, the iPhone 8 is allegedly going to feature wireless charging and be waterproof.