iPhone XS and XS Max in silver, space gray, and gold.
Apple Shares New 'The Archives' iPhone Ad Focusing on Memories Feature in 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.