Apple has today released ‘The Archives’, a new iPhone 7 commercial focused on iOS 10’s Memories feature, a tool built into the Photos app that automatically creates a selection of related images and videos based on events such as dates, places, and people.
The commercial shows a gentleman searching through an archiving centre, aggregating paper images to create a photo album, with the camera showing the character dusting off old photo reels and trimming down video clips to create an iOS 10 Memories styled video.
After depicting the behind the scenes of what goes into building Memories on your iPhone, the commercial then shows a woman watching back highlights of her children growing up, with Apple closing the 1 minute long advert by saying “Memories: Movies made for your on your iPhone 7… Practically magic.”
The Archives
The Memories tab in the Photos app automatically creates beautiful movies out of the photos and videos in your camera roll in a matter of seconds.