Apple Posts Two Videos Highlighting Photos Memories

Apple posted two videos highlighting the Memories feature of its iOS Photos app. One, called ‘The Archives,’ is part of Apple’s ‘practically magic’ series of videos and features an elderly man creating a film called ‘Together.’ When the man pulls a photograph out of a cabinet with dozens of drawers, it comes alive with a short snippet of video like a Live Photo.

After gathering a cart-load of photos and film, the man begins the laborious process of splicing them together into a film. The heartwarming spot captures the time, care, and attention needed to painstakingly create a movie from analog photos and videos, making the unstated point of how easy it is to do the same thing in Photos.

The second spot is in stark contrast to the first. It demonstrates the three steps to using Photos’ Memories feature:

Open the Photos app

Go to the Memories Tab

Choose a Memory

The two spots, which both feature Memories called ‘Together,’ are a clever one-two punch intended to convey how simple Photos has made it to create photo and video montages that once would have taken hours of work.