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In Apple’s latest ad, your iPhone is an old, hardworking man

In Apple’s latest ad for the Memories feature for iOS 10, your iPhone is an old man.

The scene opens with a Robert De Niro lookalike strolling through a vault of archives, rummaging through old photographs and films. The old man pieces together these memories from the past year of a young, Spanish-speaking mother’s life, including the recent birth of her daughter. She gets the video at the end. Crying ensues.

Basically, what Apple is seemingly saying is that the old man is a metaphor for the iOS Photos AI, which automatically makes curated collections of photos and videos you’ve taken during specific periods of time or events. Admittedly, this analogy seems a bit ironic, as the old man’s process requires painstaking,…

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