Apple’s romantic disappearing act

The brand finds its focus in a city of 24 million.

Losing yourself to love isn’t the best but there might be something to be said for losing everyone else (at least in the context of this new spot from Apple).

The brand has tapped into its romantic side with “The City,” a new spot chronicling a young couple spending the day together in Shanghai (and capturing it all on their iPhones, naturally).¬†Apple set its story in the city of 24 million, making all but two disappear to show off how its portrait mode can help you “focus on what you love.”

After all, when you love someone, sometimes nothing else matters.

Via Creativity Online