Apple has released a new ad that features a soothing compilation of images and video capturing vivid imagery from landscapes around the world. Taking a rare ‘ecological’ turn, Apple’s new ad makes a lofty plea to save the planet.

The stunning imagery in the video is backed by the stoic voice of the noted American astrophysicist and author Carl Sagan. “In our obscurity, in all this vastness, there’s no hint that help will come from elsewhere to save us from ourselves. The Earth is the only world known so far to harbour life. There’s nowhere else at least in the near future, to which our species can migrate,” he says as he lays emphasis on the importance of our planet Earth.

“Like it or not, the Earth is where we make our stand.It underscores the responsibility to deal more cleanly with one another and to preserve and cherish the only home we’ve ever known,” he says calling the people to take responsibility for the planet and save it from mankind.

The ad by Apple comes at a time when the United States under the Trump administration has decided to walk out from the Paris agreement, an accord that calls on its member countries to take up activities to combat climate change and reduce global warming. Though the company CEO Tim Cook has been vocal about various issues, this is the first time that Apple, that has traditionally stayed away from making any political statement via its ads, has picked a side openly.

However, the ad is not all about Apple’s altruism. The photos and videos have been shot by various Apple users using their iPhones and it is a part of Apple’s ‘shot on iPhone’ campaign.

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