Apple Shares New 'The Archives' iPhone Ad Focusing on Memories Feature in Photos App

Apple today continued on with its line of iPhone 7 advertisements, introducing a new spot called "The Archives," which focuses on the Memories feature that's available in the Photos app.

In the video, available on YouTube, an archivist is shown working in a vast photo archive, carefully selecting and then pasting together physical versions of Live Photos and videos into a montage that's first shown on a projector and then transferred to the iPhone 7.


"Her Dreams" by Luca D'Alberto and "Unchained Melody" by Lykke Li accompany the video, as does the tagline that Apple's been using for all of its recent ads, "practically magic."

Apple has done several ads in this series that focus on the photographic capabilities of the iPhone 7, including "The City" and "Take Mine," but this is the first ad that has highlighted the Memories feature that's baked into iOS. Memories aggregates photos and videos around selected dates, locations, and people, turning them into slideshows accompanied by music.

Today's ad is also accompanied by a simple tutorial video that outlines how to use the Memories feature, which joins many other iPhone 7 photography tutorials that Apple has been producing since May.


Apple's Memories feature is set to see a major improvement in iOS 11 and macOS High Sierra, gaining support for a range of new categories including pets, babies, outdoor activities, performances, weddings, birthdays, and sporting events.

Top Rated Comments

gsmornot Avatar
67 months ago
In the end and as you age you find this is all that really matters.
Score: 6 Votes (Like | Disagree)
Nimoy Avatar
67 months ago
Brilliant ad! Amazing production for a relatively minor software feature.
Score: 6 Votes (Like | Disagree)
keysofanxiety Avatar
67 months ago
Pretty feel-tastic advert. Good job.
Score: 4 Votes (Like | Disagree)
nutmac Avatar
67 months ago
I like the memories functionality.
Me too.

With iCloud now offering 2 TB for $9.99/month, and iOS 11 bringing Family Sharing, I recommend iCloud Photo Library highly to anyone with a sizable photo library. It brings entirely new level of enjoyment out of your photos and videos.

Now, if only Apple would bring Family Sharing to iCloud Photo Library (e.g., husband and wife using a single library).
Score: 4 Votes (Like | Disagree)
scrapesleon Avatar
67 months ago
song was actually heartbreaking
Score: 2 Votes (Like | Disagree)
skwood Avatar
67 months ago
I think this is an excellent ad, helps users understand what the feature is, adds emotional depth to it and plays to the iPhone's strengths.
Score: 1 Votes (Like | Disagree)

Popular Stories

iPhone 14 Pro Purple Rear Flat MacRumors Exclusive

iPhone 14 Pro Predicted to Start With Increased 256GB Storage Alongside Rumored Price Increase

Wednesday August 10, 2022 11:14 am PDT by
Earlier today, analyst Ming-Chi Kuo claimed iPhone 14 Pro models will be more expensive than iPhone 13 Pro models. Kuo did not reveal exact pricing, but he said that the average selling price of all four iPhone 14 models will increase by about 15% overall. While higher prices would be disappointing for customers, it is possible the iPhone 14 Pro and iPhone 14 Pro Max will offer increased...
iPhone 14 Pro Lineup Feature Silver

Kuo: Apple to Increase Prices of iPhone 14 Pro Models

Wednesday August 10, 2022 8:22 am PDT by
Apple plans to increase the prices of iPhone 14 Pro models compared to iPhone 13 Pro models, according to analyst Ming-Chi Kuo. Kuo did not reveal exact pricing for the iPhone 14 Pro models. However, in a tweet today, he estimated that the average selling price of the iPhone 14 lineup as a whole will increase by about 15% compared to the iPhone 13 lineup. In the United States, the iPhone...
iPhone 14 Pro Purple Front and Back MacRumors Exclusive feature

iPhone 14 Is Just a Few Weeks Away: Three Tips to Prepare for the New iPhone

Wednesday August 10, 2022 4:08 am PDT by
The launch of the new iPhone 14 is just a few weeks away, meaning millions of iPhone customers will soon upgrade their existing iPhone or perhaps get an iPhone for the first time. Exclusive MacRumors iPhone 14 Pro renders by graphic designer Ian Zelbo Whether upgrading from an older model or this is your first iPhone, we've rounded up a few tips to help you prepare for the next flagship...
battery percentage ios 16

Here's Why the iPhone Battery Status Icon in iOS 16 Is So Controversial

Wednesday August 10, 2022 4:34 am PDT by
In the latest iOS 16 beta, Apple has updated the status bar battery icon on iPhones with Face ID to display the exact percentage remaining rather than just a visual representation of battery level, and while the change has been largely welcomed, some users are unhappy with the way it has been implemented. In iOS 15 and earlier, battery percent has not been present on iPhones that have...
Apple Watch Body Temperature Finished

'High-Accuracy' Apple Watch Temperature Sensor Revealed by Patent Filing Just Weeks Before Series 8 Unveiling

Wednesday August 10, 2022 5:39 am PDT by
Apple has been granted a patent for a temperature sensor suitable for the Apple Watch, just weeks before the company is expected to unveil the Apple Watch Series 8 with body temperature sensing capabilities. The newly granted patent, spotted by MyHealthyApple, was filed with the United States Patent and Trademark Office and is titled "Temperature gradient sensing in electronic devices."...