Apple's old school archivist preserves memories for iOS 10

Analog tools beget digital nostalgia in the latest "Practically Magic" spot.

A lonely archivist spends his days making videos the old fashioned way in Apple’s latest spot touting features of the iPhone 7. He cuts film and inks presses to create a look back at a young family’s year. And where is this exercise in nostalgia actually screening? On the Memories tab of iOS 10. This is the latest spot in Apple’s "Practically Magic" campaign, which has focused mainly on Portrait Mode of late.