The latest Apple commercial doesn't tout design, Siri or fingerprint technology. It focuses on family.
The emotional 90-second spot, entitled "Misunderstood," features a teenager who appears to be completely lost in his cell phone during a trip to his grandparents' house for Christmas.
While the family bakes cookies and the kids play in the snow, the teenager is seen clutching his iPhone with his eyes glued to the screen.
But the teen wasn't tuning his family out. He was recording them on his phone the entire time. He reveals on Christmas morning an edited video he calls "A Harris Family Holiday," which leaves his family -- and all of us -- in tears.