Apple Unveils A Touching New Holiday Ad (Video)

12/17/13 10:53AM EST

Apple Unveils A Touching New Holiday Ad Video Apple Unveils A Touching New Holiday Ad (Video)

Image via YouTube/Apple

Apple released a new ad yesterday that’s a little emotional. The extended commercial, which runs 1 minute 30 seconds, shows a teenage boy glued to his phone instead of participating in family time. Halfway through, he surprises everyone.

The ad is simple — not a single word is spoken, and the product doesn’t take focus away from the family scene — but it effectively shows the capabilities of the iPhone. At least I think that’s what’s being advertised. The ad doesn’t actually say.