Baby monitor, toothbrushing guide, thermometer, dog tracker, way to ensure your son never has an excuse to get out of doing his math homework. All good reasons to buy an iPhone 5S, according to Apple, whose latest TV commercial places the phone right at the heart of family activity.

The spot, entitled "Parenthood," follows the lead of earlier ads by featuring several third-party apps and accessories to make the point that the multi-faceted iPhone is what you make of it. This commercial hints at a direction for the future, too, with a focus on products for health and home — both of which are getting expanded support in the upcoming iOS 8.