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Apple ad uses old-school film cutting to explain its new ‘Memories’ tab – A N I T H
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Apple ad uses old-school film cutting to explain its new ‘Memories’ tab

Apple ad uses old-school film cutting to explain its new ‘Memories’ tab


Apple is imagining what the inner workings of an iPhone might look like were they handled by an old-school film archivist rather than an algorithm.

A new 90-second commercial centers an old man lovingly clipping together meaningful photos and videos of a young Spanish family from a warehouse full of reels. Only later in the video is it revealed that the man is supposed to represent Apple’s new “memories” tab, a new feature in iOS 10 that uses facial recognition and artificial intelligence to string together themed mini-movies from media saved on your phone.

The family featured in this particular ad is based on the story of a real-life couple in Spain, the company says.



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Anith Gopal
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