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Apple says iMessage on iPhone 7 is ‘practically magic’

Published Sep 30th, 2016 7:45AM EDT
iPhone 7 Features iOS 10 iMessage
Image: Zach Epstein, BGR

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 Senior Writer

Chris Smith has been covering consumer electronics ever since the iPhone revolutionized the industry in 2008. When he’s not writing about the most recent tech news for BGR, he brings his entertainment expertise to Marvel’s Cinematic Universe and other blockbuster franchises.

Outside of work, you’ll catch him streaming almost every new movie and TV show release as soon as it's available.