Apple’s new iPhone ad is a gorgeous short film

This is my favorite iPhone ad, hands down. First, it’s instantly relatable. We’ve all done what’s depicted in this lovely little short, like snapping a beautiful meal or running to catch up with friends after photographing an impromptu moment. We’ve also felt the emotion of the parent cheering on his kid, the excitement of a rock concert or the trust in asking a stranger to photograph you.

Plus, the ad’s scenes and music create a lovely mood of playfulness and sentiment. All without being heavy-handed or maudlin. Congratulations, Apple. This is a world-class spot.