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Tech giant Apple has released its Christmas TV advert - and it provides a clever twist on a familiar family scene.

The ad is titled 'Misunderstood' and the star of the show is a teenaged boy who is totally immersed in his iPhone while the rest of his family celebrate Christmas.

But then he pulls a surprise out of the bag - or, rather, out of his iPhone 5S.

He shows the family what he has been doing on his phone via their TV. And it turns out he has been filming and crafting a video of their Christmas together.

As usual with Apple, the benefits of its technology are only hinted at, never explicitly pointed out.

The quality of the 5S camera, the ease of use of the iMovie editing software and the AirPlay connectivity of the Apple TV are shown as facilitators that help the young man make and display his movie.