Apple "Practically magic" by TBWA\Media Arts Lab and Apple

Apple wants consumers to know just how far the iPhone 7's new tech goes to improve their digital experience.

The "Midnight" spot highlights the phone's low-light camera, while "Morning ride" features a cyclist braving the rain to demonstrate the product's resistance to water.

To accompany the iPhone ads, Apple has also unveiled a new piece for the Series 2 Watch (the third ad shown here). "Go time" features users testing their fitness goals in various activities such as swimming, indoor cycling, running, surfing, diving and rock climbing – all tracked by their "personal assistant".

The soundtrack features Nina Simone performing Sinnerman.