A week ahead of Mother's Day, Apple has launched a new commercial centering around a collection of images and video of mothers interacting with their children. The spot continues Apple's "Shot on iPhone" advertising campaign, with each piece captioned by the amateur iPhone user who captured the moment.

Apple began its "Shot on iPhone" campaign early in 2015 , showcasing images collected from both professional and amateur photographers around the world. More recently, Apple's iPhone campaign has focused on portraying the features of the device, like Touch ID and Siri