After being crushed by a pile of rubble, Woolley used his digital SLR to illuminate his surroundings and snap photos of the wreckage in search of a safe place to dwell. He took refuge in an elevator shaft, where he followed instructions from an iPhone first-aid app to fashion a bandage and tourniquet for his leg and to stop the bleeding from his head wound...
How hard would it be for Apple to turn that into a commercial?
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