Apple shows off Memories feature in new iPhone 7 'The Archives' ad and tutorial video

Apple has continued the "practically magic" advertising campaign for the iPhone 7 on Tuesday with a new ad spot called "The Archives," which emphasizes the Memories feature in Photos.

The video, published on Tuesday afternoon, shows a worker delving through live-action photos in a large library, utilizing a variety of old-school techniques, symbolic of what the iPhone can do in minutes.

The video is accompanied by a cover of "Unchained Melody" by Lykke Li, and "Her Dreams" by Luca D'Alberto.

Released in conjunction with the ad is a video practically demonstrating the feature.

The video and tutorial are likely to remain accurate with iOS 11. At WWDC, Apple demonstrated improvements in the feature, with a range of new categories, rather than sweeping changes in how Photos works.

2 Comments

bobolicious 1170 comments · 10 Years

About 7 years ago

"The video, published on Tuesday afternoon, shows a worker delving through live-action photos in a large library, utilizing a variety of old-school techniques, symbolic of what the iPhone can do in minutes."

And might hackers, and other potentially interested parties, finding access do the same...?

"At WWDC, Apple demonstrated improvements in the feature, with a range of new categories, rather than sweeping changes in how Photos works."

Is there (or should there be) an opt out for compulsory image tagging, at the OS system level, as Photos also cannot now seemingly be extricated (deleted/uninstalled) from the MacOS...?

Might privacy creep on the MacOS have some similar metrics to the potential of global warming ? Did it all start with .mac so many years ago...?

www.huffingtonpost.com/adam-alter/global-warming-denial-psychology_b_2170419.html

"People just aren’t engineered to take slow-moving threats seriously. We’re a bit like the fabled frog in a pot of water on the stove, who sits by idly while the water’s temperature slowly rises to boiling point."

I am reminded of a scene from the movie Blade Runner and a discussion of memories...

www.youtube.com/watch?v=NwJEb3vJvWY

Does a Thanksgiving always follow a harvest...?

sflocal 6130 comments · 16 Years

About 7 years ago

bobolicious said:

"The video, published on Tuesday afternoon, shows a worker delving through live-action photos in a large library, utilizing a variety of old-school techniques, symbolic of what the iPhone can do in minutes."

And might hackers, and other potentially interested parties, finding access do the same...?
"At WWDC, Apple demonstrated improvements in the feature, with a range of new categories, rather than sweeping changes in how Photos works."
Is there (or should there be) an opt out for compulsory image tagging, at the OS system level, as Photos also cannot now seemingly be extricated (deleted/uninstalled) from the MacOS...?
Might privacy creep on the MacOS have some similar metrics to the potential of global warming ? Did it all start with .mac so many years ago...?
www.huffingtonpost.com/adam-alter/global-warming-denial-psychology_b_2170419.html
"People just aren’t engineered to take slow-moving threats seriously. We’re a bit like the fabled frog in a pot of water on the stove, who sits by idly while the water’s temperature slowly rises to boiling point."
I am reminded of a scene from the movie Blade Runner and a discussion of memories...
www.youtube.com/watch?v=NwJEb3vJvWY
Does a Thanksgiving always follow a harvest...?

What the heck are you ranting about? Photos takes photographs on ones phone and stitches them together into a video. Apple is not Google. I trust Apple to deal with privacy than all the other competitors combined.