{"id":347887,"date":"2017-06-21T03:11:51","date_gmt":"2017-06-20T19:11:51","guid":{"rendered":"http:\/\/tctechcrunch2011.wordpress.com\/?p=1505387"},"modified":"2017-06-21T03:11:51","modified_gmt":"2017-06-20T19:11:51","slug":"apple-releases-new-iphone-ad-focused-on-the-memories-feature","status":"publish","type":"post","link":"https:\/\/people.utm.my\/asmawisham\/apple-releases-new-iphone-ad-focused-on-the-memories-feature\/","title":{"rendered":"Apple releases new iPhone ad focused on the \u2018Memories\u2019 feature"},"content":{"rendered":"<p id=\"speakable-summary\"><span class=\"embed-youtube\"><iframe loading=\"lazy\" class=\"youtube-player\" type=\"text\/html\" width=\"640\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/wbpBdMUrqV8?version=3&amp;rel=1&amp;fs=1&amp;autohide=2&amp;showsearch=0&amp;showinfo=1&amp;iv_load_policy=1&amp;wmode=transparent\" allowfullscreen=\"true\">[embedded content]<\/iframe><\/span><\/p>\n<p>Apple first <a target=\"_blank\" href=\"https:\/\/techcrunch.com\/2016\/06\/13\/apple-memories\/\" rel=\"noopener\">introduced<\/a> the \u201cMemories\u201d tab in iOS 10. This feature automatically scans your photo library and creates smart albums depending on the date, location and content of the photos on your device. For instance, iOS is going to put together an album about your last vacation in Moscow, or an album of your kids growing up.<\/p>\n<p>Your iPhone can also generate emotional videos by matching your photos and videos with a soundtrack. While this feature is quite neat, many users still don\u2019t know about it. That\u2019s why Apple released a new ad focused on that tab in particular.<\/p>\n<p>Like previous <a target=\"_blank\" href=\"https:\/\/techcrunch.com\/tag\/apple-ad\/\" rel=\"noopener\">Apple ads<\/a>, the company has taken a cinematic approach with a lot of ambiance shots. In the video, you can see a meticulous archivist opening drawers, dusting off old photographic film and lettering photos.<\/p>\n<p>It represents an imaginary recreation of what your iPhone does in the background when you load up the Memories tab. And it\u2019s crazy to think that it doesn\u2019t take any effort on your side to watch a 60-second video clip of old memories. It would have taken days or even weeks to recreate the same thing a few decades ago.<\/p>\n<p>In many ways, \u201cMemories\u201d is Apple\u2019s answer to Google Photos\u2019 equivalent feature. The main difference is that Apple doesn\u2019t rely on its server infrastructure to put together these smart albums. Everything happens on your device.<\/p>\n<p>Your iPhone categorizes your photos while your phone is plugged and you\u2019re sleeping at night. Apple is taking advantage of the fact that an iPhone usually stays always on, even when you sleep.<\/p>\n<p>Once again, Apple uses its ad campaigns as a platform to tell you about features you might not know about. I\u2019m not sure it\u2019s as effective as putting the iPhone front and center, but it\u2019s an interesting approach.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[embedded content] Apple first introduced the \u201cMemories\u201d tab in iOS 10. This feature automatically scans your photo library and creates smart albums depending on the date, location and content of the photos on your device. For instance, iOS is going to put together an album about your last vacation in Moscow, or an album of [&hellip;]<\/p>\n","protected":false},"author":5817,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[25],"tags":[59,66,26],"class_list":["post-347887","post","type-post","status-publish","format-standard","hentry","category-technology","tag-media","tag-techcrunch","tag-technology"],"_links":{"self":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts\/347887","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/users\/5817"}],"replies":[{"embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/comments?post=347887"}],"version-history":[{"count":0,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts\/347887\/revisions"}],"wp:attachment":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/media?parent=347887"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/categories?post=347887"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/tags?post=347887"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}