Backed by a score that sounds like something to which one would dance the night away at a modern disco, Apple's newest video ad strives to convey one unmistakable truth - the iPhone 5C and iOS 7 were designed with each other in mind.
Having turned up on Apple's YouTube channel within the hour, the new spot meticulously - and colorfully - highlights the "natural" relationship between Apple's freshly released new mobile operating system and the iPhone 5C, which is scheduled to launch this Friday.
"In the new iPhone 5c, color is more than just something you see," Apple says in the video's description. "The hardware and software are designed together so you feel color throughout the entire experience."
If you've got 55 seconds to spare, check out the new video below.