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New Apple iPhone 7 ad focuses on expressive messages; it's "practically magic"

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By Alan Friedman

Updated: Sep 29, 2016, 6:50 PM

With iOS 10 this year came a new feature called expressive messages. This new feature gives iOS users a chance to make their iMessages standout more by including certain animations (such as balloons) along with the message. As it turns out, balloons are actually the star of Apple's latest ad for the Apple iPhone 7.

In the 60-second spot, appropriately titled "Balloons," we follow a single red balloon as it travels throughout the U.S. before meeting up with other like-minded air receptacles. Suddenly, inside an office, an iMessage is received on some one's iPhone 7. It's a Happy Birthday message, and to warm the insides of even the most cynical person, an animation appears made up of balloons lifting off the ground.

This is part of the new expressive messages found on iOS 10. As Apple would say, it's "practically magic." Check out the ad yourself by clicking on the video at the top of this article.

source: Apple

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Alan, an ardent smartphone enthusiast and a veteran writer at PhoneArena since 2009, has witnessed and chronicled the transformative years of mobile technology. Owning iconic phones from the original iPhone to the iPhone 15 Pro Max, he has seen smartphones evolve into a global phenomenon. Beyond smartphones, Alan has covered the emergence of tablets, smartwatches, and smart speakers.

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