Latest 'Shot on iPhone' ad uses Mother's Day to get emotional impact

Unlike some other recent Apple ads, the new 30-second spot doesn't have a conventional narrative. It instead consists of montage of customer-shot photos and videos, united thematically by the idea of mothers and their children.

The "Shot on iPhone" campaign dates back to March 2015, and is meant to reinforce camera quality as one of the key selling points of the iPhone. Indeed while some rival smartphones have largely caught up in photography, iPhones have consistently ranked high in photo tests among reviewers, and last year the iPhone 6 and 5s were the most popular cameras on Flickr.

Most of Apple's efforts in the campaign have consisted of print, Web, and even billboard ads.

One of the next flagship iPhones, the "iPhone 7 Plus," could feature a dual-lens camera.