Apple Airs Touching Holiday Commercial

On Tuesday Apple began airing a touching holiday commercial that highlights the video capabilities of the iPhone 5s. The ad, called "Misunderstood," features a family Christmas gathering over several days and a teen with an iPhone who seems to be disconnected from what's going on and instead distracted by his iPhone. 

But it turns out he's been making a video as his gift to his extended family, which he then shares via AirPlay. And family members are moved to tears. The ad is understated, saying nothing about the iPhone. You simply see the teen using it, and then see his work.

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Jim Karpen holds a Ph.D. in literature and writing, and has a love of gizmos. His doctoral dissertation focused on the revolutionary consequences of digital technologies and anticipated some of the developments taking place in the industry today. Jim has been writing about the Internet and technology since 1994 and has been using Apple's visionary products for decades.