New iPhone TV Commercial “The Archives” Shows Off Memories Feature


The Archives iPhone commercial shows off Memories feature

Apple is airing a new iPhone 7 commercial, this time focusing on the Memories feature built into the new Photos app of iOS.

In the commercial, a man is seen wandering in the halls of a large archival building and gathering photos and film footage to create a collage that ends up being what the Memories feature of iOS Photos generates on it’s own (of course without the effort of the user wandering around and wading through archival footage).

The video is soundtracked to two songs, the first portion of the The Archives iPhone TV commercial is backgrounded by “Her Dreams” by Luca D’Alberto, and the latter portion of the commercial features a modern cover of the classic song “Unchained Melody” as performed by Lykke Li.

The commercial is running now and has been embedded below for easy viewing:

It should be noted that despite being an iPhone 7 commercial, the Memories feature is available on all modern iPhone and iPad devices running iOS 10 or iOS 11 and later releases.

The Memories feature is easy to use on the iPhone or iPad, you simply open the Photos app and tap on the “Memories” tab and browse through the available memory slideshows, videos, and compilations which are automatically generated by Photos app in the background of iOS.

The separate video below from Apple shows the Memories feature in use as part of the broader iPhone photography tips video series they have created:

The Carl Sagan narrated “Earth” iPhone TV commercial is also airing too.

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