Apple's new iPhone 6s ad features NBA star Steph Curry, focuses on Live Photos

Curry, who made a cameo appearance in a minute-long iPhone 6s commercial that aired on Sunday, got his own 15-second spot showing off Live Photos, a new iPhone feature that lets users capture a couple seconds of action before and after a picture is taken.

In the short clip, the Golden State cager throws up a half court shot, dramatically turns his back on the bucket and walks toward the camera. Nothing but net.

Unlike past iPhone ad campaigns, Apple is enlisting the help of A-list celebrities to push its latest handset. This weekend the company released two shorts starring Jamie Foxx, while past commercials boasted cameos from Selena Gomez and Bill Hader.

Apple's penchant for star-studded commercials goes beyond iPhone, with Hollywood actors featured in Apple Watch ads and pop icons appearing in Apple Music spots.