This video demonstrates that complex products are sometimes best explained by simply showing them at work – a technique Apple has successfully employed in much of their marketing. The video shows the concept of a product which is designed to bridge the divide between the digital and the real world. It works by printing your selected digital entity (for example, a web page, song, video or document) to a card in two forms: as a human-significant image and as a hidden machine-readable code. The card’s unique code is read by another device when it comes into contact with the card using Near Field Communication technology. This enables the original entity to be identified and retrieved.