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Apple wants consumers to know just how far the iPhone 7's new tech goes to improve their digital experience.

The "Midnight" spot highlights the phone's low-light camera, while "Morning ride" features a cyclist braving the rain to demonstrate the product's resistance to water.

To accompany the iPhone ads, Apple has also unveiled a new piece for the Series 2 Watch (the third ad shown here). "Go time" features users testing their fitness goals in various activities such as swimming, indoor cycling, running, surfing, diving and rock climbing – all tracked by their "personal assistant".

The soundtrack features Nina Simone performing Sinnerman.