Apple's Newest Ad is a Subtle Work of Emotional Magic

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Remember those big boxes of unsorted photos that ’90s-you would find in closets, guiltily sift through, then give up on? Smartphone use has made that problem so much worse: Because it’s so easy to take photos and store them in the cloud, we’ve got so many pictures on hand that the mere thought of going through them is overwhelming.

But our tech overlords are nothing if not benign. Much like Google Photos, Apple’s iOS 10 now has a function called Memories, which curates the “best” images from a time period, then weds them to music to create emotional films.

That’s

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