Here's a new spin on one of Apple's old marketing campaigns: if you don't have an iPhone, you can't rescue a baby from the bottom of a well.

A savvy team of emergency workers in Mengzi City, China retrieved a child from the depths of a 40-foot well by lowering an iPhone rigged to the end of a wire. Before going this route, they had struggled because the tyke kept slipping out of the adult-sized rescue harness. However, by using the phone's video camera, they got a closer look at where ropes should be placed, and were able to bring him to safety. [Telegraph]