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Apple touts apps' ability to enrich lives in new 10 minute video

Continuing a trend that has seen it focusing more on the impact its devices have on customers, Apple on Wednesday released a new video to its YouTube channel touting the ability of iOS apps to actually change and enrich their users' lives.

The video, titled "Making a difference. One app at a time," shows iOS device users from a wide geographical range talking about the way an app has affected their lives. This footage is intercut with interviews with the apps' developers, who detail the inspiration behind their software.

"Each iOS app offers remarkable — and often delightful — possibilities," Apple's description of the video reads. "But the most powerful iOS apps ever are ones that change people's lives in ways they never imagined."

The video is in keeping with statements made by Apple CEO Tim Cook at the closing of the company's WWDC keynote on Monday. Having thanked the teams behind iOS 7 and OS X Mavericks, Cook reminded the attendees of Apple's overriding goal.

"Our goal at Apple is to make amazing products that our customers love," the Apple chief said. "Really great products that enrich people's lives."

The video is also in the same vein as Apple's most recent commercial, "Designed by Apple in California." That ad, as with other recent Apple ads, doesn't show off Apple products as much as it shows how those products affect the people who buy them.