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Apple's ad follows a balloon's journey from the countryside, through farms and forests, to the city, collecting a group of colourful companions along the way.

The 60-second spot showcases iOS 10’s "expressive messaging" feature, which allows users to add backgrounds or animations to their messages.

It continues the brand's "Practically magic" campaign and, like the previous spots, uses music that is thematically appropriate. This time, the soundtrack features I Will Follow You by Toulouse.