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Apple has begun airing a new TV ad to promote the iPhone 5s that focuses on uses by parents within both “Smart Homes” and in everyday family life. The ad, aptly named “Parenthood,” shows how the iPhone can be used to record home video, find a lost dog, monitor the children, and turn off the lights in the living room. The ad comes ahead of HomeKit Smart Home appliance integration with iOS 8 this fall. Sources have also indicated that Apple is developing its own line of connected hardware for the home. Apple’s previous iPhone ad, part of the same “more powerful than you think series” demonstrated various uses for the iPhone in the health and fitness space. You can watch the latest ad below:

Apple has also updated its iPhone website with a list of apps shown in the ad.