Last year, Apple went in a new direction with its annual holiday commercial, going for the emotional draw rather than a single-product focus. What seems like your typical iPhone-glued teenager avoiding family time subtly turns into a warm family moment that’s sure to tug on your heart strings.

While there are plenty of pros and cons about technology and human interaction, it’s nice to see a piece showing the value of a technology that extends past the materialistic aspect. As Christmas is a time for family, this Creative Arts Emmy winning ad showcases the product bringing a family together. The message is simple, yet effective and memorable.

http://youtu.be/nhwhnEe7CjE

Sticking with this theme, the newly-released 2014 Apple Christmas commercial is another tear jerker, focusing again on the brand’s suite of production tools to create one-of-a-kind gifts. How do you think the new spot compares? Share your thoughts in the comments.