Kodak had Kodak moments, and now Apple has iPhone Memories. The company is promoting the latter, available on iPhone 7, in an emotive new spot that focuses on a family and their photographic mementoes.
The film opens with an elderly archivist walking through a "memory vault" filled with millions of images and reels of film. (However, these aren't any old photos -- the people in the photos come to life, Harry Potter-like, when he touches them.)
As he skims through the various collections, he selects images from the past year that reflect the memories a young mother has of her family, including her new baby. He strings the best photo and video images together to create a movie, which is revealed as a video the mother is watching on her iPhone Memories, together with music -- the soundtrack is a soulful cover of "Unchained Melody" by Lykke Li. So, it turns out Apple is this mythical archivist, curating your images for you in a matter of seconds instead of spending painstaking hours developing photos and cutting film.
According to Apple, the family featured in the film is based on a real-life Spanish family; the young couple fell in love after working together in a play and subsequently have had two young children.