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Apple's moving 9-minute ad about apps changing lives

Apple, not content with just one ad that tries to explain its ethos, now releases a longer movie about how its apps transform societies.

Life-saving. Apple/YouTube Screenshot by Chris Matyszczyk/CNET

This is serious.

All over the world, people are are using apps from Apple's App Store in order to save lives, better lives, or change them completely.

Whether it be Skyscape Medical Resources, Galileo, Cherokee Language, or Proloquo2Go, these apps affect human beings.

So Apple has released a touching 9-minute film that tells some of the stories of how apps such as these truly make a difference.

I defy you to remain emotionally grounded on seeing Paralympic bronze medalist rower Oksana Masters explain that her app has made it possible for her to put on high-heeled shoes.

You might call it a first-world problem. But she's a woman. It's a fundamental problem.

Mark McWilliams, the director of software engineering at Orthocare, maker of the Galileo app that helped Masters, himself wears a prosthesis.

"I now control a part of my body using the iPhone," he says. This is something few thought imaginable even 10 years ago.

Each of the stories in this film is beautifully realized and deeply human -- two aspects that form the core of the Apple brand.

Each also smacks of an authenticity that is uplifting.

To see a mother suddenly discover that her son is so funny because she can now communicate with him through an app is simply throat-seizing.

Watching the link between those who developed the apps and those who benefit from them may infuse more people to think beyond an app that, say, simulates a candle or puts a nice jewel on your home screen, so that you can pretend to be rich. (Yes, they both exist.)

We can hope.