Although they theoretically keep us connected, smartphones, tablets and computers often pull us away from the people we love -- making friends and family members themselves feel isolated or ignored IRL. This fact is something Apple clearly understands, but politely and poignantly refutes with its moving new holiday ad, "Misunderstood."
In the video, a teenage boy uses an iPhone 5s, AirPlay and Apple TV to make and share a tear-inducing family movie (posted in full as a separate YouTube video) with his loved ones, emerging from what they clearly assumed was self-imposed solitude to show that these instruments aren't just intrusive influences; in the right hands, they can be vehicles for creativity, art and even love.
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