Like TIME on Facebook for more breaking news and current events from around the globe! Robert Galbraith / REUTERS It must be a little dusty in here, because there’s something in our eye. Or maybe it’s because we were just watching Apple’s new holiday ad. The 90-second spot shows off the power of the new iPhone, all while tugging at the heartstrings. The best holiday ads have always leaned heavily
![Apple Holiday Ad – "Misunderstood" Tugs at the Heartstrings](https://cdn-ak-scissors.b.st-hatena.com/image/square/3df6d810fbd406c60e1b1b6cf3a46ad4c089280e/height=288;version=1;width=512/https%3A%2F%2Fbusiness.time.com%2Fwp-content%2Fuploads%2Fsites%2F2%2F2013%2F01%2Frtr3cuz3.jpg%3Fw%3D600)