The tech world now has a 'John Lewis' moment of its very own.
The latest advert from Apple looks at first like just another montage of people too absorbed in their phones to notice their surroundings. A kid arrives for a family Christmas, but can't look up from his device to see the snow, the trees or his loved ones.
But then he pulls a surprise out of the bag - or, rather, out of the memory of his phone.
Take a look at this very sweet little clip below.