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Apple broke a pair of iPhone 7 commercials during the Emmy Awards on Sunday night, advertising the latest incarnation of the device with the line: "Practically magic." The spots push two improvements in particular—the camera's upgraded abilities in low light, and the phone's overall new water resistance.
The low-light camera benefit got the prime placement—a 60-second spot (from TBWA\Media Arts Lab) which, aptly enough, features some of the best lighting we've seen in a commercial in some time.
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