We’re suckers for Apple’s advertising.

In fairness, it doesn’t take much to evoke a want of a shiny new iPhone. Usually, the tech giant keeps it simple with ads that merely display the functionality of their products. It’s a bit surprising that they’ve veered from the status quo and gone for something a little more emotive. Take Mine opens like a foreign Indie film in a small native café on what appears to be a Greek Island. A daughter returns and shows off the camera feature on her new iPhone 7 plus. The camera quality is so beautiful and impressive that her mother wants a photo which in turn inspires every character in the village to want a picture. The returned traverses through the town, meeting and capturing it’s inhabitants. Like I said, it’s oddly touching. The sharpness of the photos is achieved by the portrait mode which features exclusively on the iPhone 7 plus. The feature mimics the short depth of field usually achieved on much higher end cameras and produces a sharp subject with a blurred and artistic background. Naturally, I want one. In rose gold. With a marble case. https://www.youtube.com/watch?v=r8mR33cp_Fk