Apple’s latest iPhone 5s ad is all about power, but not the kind you think

iPhone 5s Video

Apple’s advertising agencies have always been great at finding ways to show off a device’s key features while still managing to tell an important and entertaining story. This two-punch combo is one that rivals haven’t quite yet mastered, and Apple again showed us how good it is in its latest TV ad for the iPhone 5s.

Titled simply “Parenthood,” the new commercial focuses on the tireless task of being a parent, and it shows us many of the ways Apple’s iPhone and the surrounding ecosystem comes to parents’ aid. From acting as a baby monitor and teaching children various tasks to helping kids study and even turning off the lights in a new father’s house while he is busy with his newborn, the ad does a phenomenal job of positioning the iPhone as an invaluable tool that can empowered parents.

The full ad follows below and if you’re a parent, prepare to be moved.

FROM EARLIER: Is this Apple’s best iPhone commercial ever?

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