Apple has a new spot out for iPhone 7 called “Balloons.” It’s a lovely spot with some beautiful imagery. While the piece is very light on product imagery, the balloons are meant to be a metaphor about iMessage bringing people together. The tag line at the end of the spot is “The all-new iPhone 7, with expressive messages. Practically magic.” Like I said, I think it’s beautiful. I’d be curious to know what you think.