Apple Inc. has released a new television commercial showcasing a new feature of its iPhoto application: facial recognition.

The ad shows the PC character surrounded by stacks of photos and flipping through them to find one. “I’m having a very difficult time finding pictures of my friend,” he says.

The Mac character then asks if he’s going to flip through the photos individually to find them. “What other way is there?” the PC asks.

Mac then talks about how the latest version of iPhoto has Faces, a facial recognition program that enables a user to tag individuals once and then the program will automatically do it in the future. The program is free when purchasing a new Mac and $79 if users want to upgrade from an older version.