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
48 months ago
In the end and as you age you find this is all that really matters.
Score: 6 Votes (Like | Disagree)
Nimoy Avatar
48 months ago
Brilliant ad! Amazing production for a relatively minor software feature.
Score: 6 Votes (Like | Disagree)
keysofanxiety Avatar
48 months ago
Pretty feel-tastic advert. Good job.
Score: 4 Votes (Like | Disagree)
nutmac Avatar
48 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
48 months ago
song was actually heartbreaking
Score: 2 Votes (Like | Disagree)
skwood Avatar
48 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)

Top Stories

apple transfer google photos 1

Apple Launches Service for Transferring iCloud Photos and Videos to Google Photos

Wednesday March 3, 2021 12:04 pm PST by
Apple this week introduced a new service that's designed to make it quick and easy for iCloud users to transfer their stored photos and videos to Google Photos. As outlined in an Apple support document, you can go to Apple's privacy website and sign in to see the "Transfer a copy of your data" option. If you select this and go through all the steps, Apple will transfer your iCloud photos and ...
PIA23764 RoverNamePlateonMars web

NASA Mars Perseverance Rover Uses Same PowerPC Chipset Found in 1998 G3 iMac

Tuesday March 2, 2021 3:21 am PST by
NASA's Perseverance rover, which recently made history landing on the surface of Mars, is powered by the same processor used in an iMac more than 23 years old. Image Credit: NASA As reported by NewScientist (via Gizmodo), the rover includes the PowerPC 750 processor, the same chip used in the G3 iMac in 1998. The main chipset is the same; however, there are differences between the...
rosetta 2

Rosetta May Be Removed From M1 Macs in Some Regions on macOS 11.3

Tuesday March 2, 2021 5:20 pm PST by
Installing the upcoming macOS 11.3 software update on an M1 Mac may result in Rosetta 2 being removed in one or more regions around the world. In the third beta of macOS 11.3 seeded to developers for testing today, MacRumors contributor Steve Moser uncovered new strings in the beta's code indicating that "Rosetta will be removed upon installing this update." Another new string reads "Rosetta ...
iphone 6 in hand

Apple Faces Another iPhone Lawsuit Over 'Programmed Obsolescence'

Monday March 1, 2021 6:44 am PST by
Apple faces a new class-action lawsuit that accuses it of deliberately releasing iOS updates that slowly reduce the performance of an iPhone, forcing customers to upgrade their devices. The lawsuit comes from the Portuguese Consumer Protection Agency, Deco Proteste (via Marketeer), which in a statement says that it will proceed with a case against the Cupertino tech giant because it...
magsafe charging brick feature

Prosser: iPhone 12 MagSafe Battery Pack to Feature Reverse Charging

Monday March 1, 2021 1:18 pm PST by
Apple is working on MagSafe-compatible battery packs that will be compatible with the iPhone 12 models, and leaker Jon Prosser today said on the Genius Bar podcast that one version of the battery pack will feature "reverse charging." According to Prosser, Apple is working on two versions of the battery packs, one that's a standard version and one that's a premium version with reverse...
Screen Shot 2021 03 03 at 11

MagSafe Charging Port for iPhone Appears in Apple Patent

Wednesday March 3, 2021 1:30 am PST by
In a newly granted patent, Apple envisions a type of connectivity port using an iteration of its magnetic MagSafe charger to charge an iPhone, potentially paving the way for a future without Lightning. Submitted to the United States Patent and Trademark Office on Tuesday (via Patently Apple), the patent outlines a three-pinned MagSafe charger, similar to the ones found in older MacBook...
Apple Prefer Lightning Over USB C Feature

iPhone Sticking With Lightning Port Over USB-C for 'Foreseeable Future'

Tuesday March 2, 2021 9:32 am PST by
Apple will retain the Lightning connector on the iPhone for the "foreseeable future," with no intention of switching to USB-C, according to reliable analyst Ming-Chi Kuo. In spite of much of the industry moving toward USB-C, Apple will not be using it to replace the Lightning connector on the iPhone 13, or indeed on any iPhone model for the time being. In a note seen by MacRumors yesterday,...
iPad mini pro feature

Sketchy Rumor Claims 'iPad Mini Pro' Launching in Second Half of 2021

Wednesday March 3, 2021 3:04 am PST by
Apple is expected to launch a sixth-generation iPad mini in the first half of 2021, possibly as soon as this March, based on long-standing rumors. However, a new rumor out of Asia that has gained traction in the last 24 hours suggests an "iPad mini Pro" will arrive in the second half of this year. According to a post on Korean blog Naver, whose rumor track record is unknown, the device...
apple pencil 3 leak

New Apple Pencil Allegedly Leaks With Glossy Finish and Redesigned Tip

Wednesday March 3, 2021 6:17 am PST by
Images supposedly depicting a third-generation Apple Pencil have been shared on Twitter by the leaker known as "Mr. White." The purported new Apple Pencil appears to share a very similar design to the current, second-generation Apple Pencil, which is shorter than the previous version and charges inductively on the side of an iPad. The updated Apple Pencil appears to have a glossy...
apple watch ecg wrist

Apple Watch ECG Feature Gets Approved in Australia

Wednesday March 3, 2021 2:07 am PST by
The Australian government has approved ECG functionality on the Apple Watch, giving Apple the all-clear to launch the feature for Apple Watch users in the country, according to a regulatory document first spotted by The 8-Bit. Earlier last month, the Apple Watch's irregular heart rhythm notification received approval in Australia, although ECG did not. Irregular heart rhythm is a feature...