Apple on Thursday continued its barrage of iPhone 7 ads by releasing a short one-minute clip that’s all about balloons. Well, it’s mostly about balloons, great scenery, and magic. The point Apple makes is that the new iMessage experience in iOS 10 is “practically magic,” focusing expressly on the iPhone 7.

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One of the major features of iOS 10 is the richer iMessage experience that’s supposed to offer users a chat environment that’s more similar to Facebook’s Messenger, Snapchat, and other popular chat and social apps. Apple’s new iMessage has a few neat tricks under the hood that should let users better express their feelings with the help of various special effects and lots of stickers. It’s practically magic.

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But Apple’s new iMessage experience works similarly no matter what iOS 10 devices you’re rocking. So iMessage is “practically magic” on any iPhone, iPad, and iPod touch that can run Apple’s latest mobile operating system.

The new clip is about the iPhone 7 as well, which we only get to see towards the end. You can’t tell it’s an iPhone 7 until you see that rear camera, which is a telltale sign for the iPhone 7. The rear camera is bigger than the iPhone 6s, and positioned slightly lower.

Chris Smith started writing about gadgets as a hobby, and before he knew it he was sharing his views on tech stuff with readers around the world. Whenever he's not writing about gadgets he miserably fails to stay away from them, although he desperately tries. But that's not necessarily a bad thing.