Apple has followed up last week's new product announcements with a new campaign taglined "Practically Magic," promoting different aspects of its updated technology for the iPhone and Apple Watch.

Of the three new ads, the most gorgeously crafted is a one-minute spot that broke during the Emmys, entitled "Midnight." It depicts a young insomniac skateboarder on a midnight excursion to indulge in some low light photography on his iPhone 7 camera. Set to the dreamy track "In a Black Out" by Hamilton Leithauser & Rostam, he seeks out stuff you'd never see during the day: the moon's reflection in a puddle, moths drawn to a naked bulb and a lone urban deer on a gas station forecourt (is that a reference to Canon?). To remind us the phone is now water-resistant, he also skates throught some garden sprinklers capturing their mist.

Water is also the theme of a 30-second spot entitled "Morning Ride," which sees a cyclist set off with his phone on his handlebars in the middle of a raging thunderstorm. This is a more energetic spot, set to "Thunderstruck" by AC/DC, and should appeal to fitness fanatics, whether or not they like getting wet.

So, too, should the Apple Watch spot, "Go Time," which features people using their watch to record a whole range of activities, from yoga to swim racing, cycling in the rain (again) to surfing -- as well as just relaxing in an infinity pool and being late to meet a friend. The music here is Nina Simone's "Sinnerman."