Apple's latest TV ad is aimed squarely at parents.
In the ad, Apple shows how the iPhone 5s can be used to help parents teach their kids how to brush their teeth, turn off the lights, monitor their children while they sleep and track down the family dog when he goes missing.
Perhaps more notably, the 60-second spot showcases how the iPhone can integrate with smart home devices. Apple recently announced a new platform for smart home devices called HomeKit, marking its most significant step into the Internet of Things space.
The new ad was posted to YouTube on Sunday, which just happened to be the seventh anniversary of the original iPhone going on sale.
Apple released another iPhone 5s ad earlier this month that focused on fitness enthusiasts and showed off how the device can work with wearable devices, another area of interest for the company.
Apple is reportedly in the process of pulling away from the agency that created some of its most iconic ads, in favor of creating more of an in-house ad agency.
Tags: ADVERTISING, Apple, BUSINESS, IPHONE 5S