A Lone Red Balloon's Journey Ends Joyfully in Latest 'Practically Magic' iPhone 7 Spot

Apple pushes iOS 10's expressive messaging

Among iOS 10's shiny new toys is a messaging feature that allows you to add effects to your message bubbles, send full-screen animations with your messages, add handwritten notes and more. Apple pushes those capabilities with a pretty new spot from TBWA\Media Arts Lab that focuses on one full-screen animation in particular.

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