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

Welcome to 'The Archives'

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.

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