Latest iPhone ad is about Memories feature in Photos

A new advertisement for iPhone 7 was posted today to Apple’s official channel on YouTube along with a new how-to clip.

Titled “The Archives” and running one minute and forty seconds long, it promotes Memories, a new iOS 10 feature in the Photos app which uses machine learning to create animated slideshows, called Memory Movies, based on your best photos and videos.

The Cupertino tech giant also posted a new video in its “How to shoot on iPhone” video tutorial series, showing how to play Memory Movies on iPhone. We’ve embedded both clips for your viewing pleasure so give them a quick watch before meeting us in comments.

iPhone 7—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,” reads the video’s description.

Song: “Her Dreams” by Luca D’Alberto and “Unchained Melody (cover)” by Lykke Li

How to play Memories on iPhone 7

“Play Memories Movies automatically by selecting the Memories tab in the Photos app.”

For other iPhone 7 photography video how-tos, visit

The Memories feature is getting a boost on iPhone, iPad and Mac with iOS 11 and macOS High Sierra—your Memory Movies will be optimized to play in both portrait and landscape orientation and additional memories, such as photos of pets or birthdays, will be available.