Ken Segall, author of Insanely Simple, comments on Apple’s new “Photos Every Day” ad:

What this commercial does so well is capture the human side of technology. It’s a reflection of daily life, and it’s easy to see ourselves in it. The ad shows us how essential our phones have become, enabling us to capture the people, places and images we don’t want to forget.

Apple commercials aren’t new to this kind of theme. But I agree – Photos Every Day is one of the best ever made.