Apple has just released a new ad for the iPhone 5, and it’s good. Much better than their previous efforts, in fact. It’s a one-minute ad called “Photos Every Day,” and uses a simple fact to make a point about the device’s massive popularity.

“Every day, more photos are taken with the iPhone than any other camera.”

And with that, the only words in the ad, Apple builds a nice commercial around the act of snapping pictures with the iPhone. Gone is the barrage of words that they’ve been throwing at you with their previous ads, and it’s been replaced by a subtle piano. Apple is at its best when making ads like this. Let’s hope it continues.