Alphabet Inc (NASDAQ:GOOGL) Google wants to help Apple Inc. (NASDAQ:AAPL) iPhone users to overcome the shortage of memory.

The company has released an ad targeting Apple. The ad showcases iPhone owners having a good time with some friends and when it comes to taking some photos, the handsets display a warning about insufficient storage. Microsoft’s aim with the ad was to let users know that it has identified that 16 GB memory on their handsets is not enough. Google wants to offer a solution to both iPhone and Android users.

Google is offering free and unlimited storage to users through the Photos app. The idea is that users can upload their photos through the Photos app so that they can free up their internal storage. The company believes that this will help to avoid those awkward moments where they are unable to take photos or capture memorable fleeting moments because their handset storage is full. There are rumors that Apple might be phasing out the 16 GB base memory capacity in favor of a higher base storage which will most likely be 32 GB. The latter will,;however, appear limited sometime soon because apps are constantly increasing in size and selfies are more popular than ever.

Google thus believes that it has an opportunity to come in and help users overcome such issues. However, there are some limitations with Google’s solution. The Photos app only supports images whose resolution is less than 16 megapixels. The app also allows online storage for videos but it will only be limited to videos featuring resolutions at 1080P or less. This will be a challenge to many handset users whose handsets have cameras higher than 16 megapixels or video clips recorded at 4K resolution. There are many firms that offer online storage but Google’s offer is more appealing because it is free and unlimited. Apple also offers online storage but it is not unlimited. Only 5GB is free while anything above that is subject to a monthly fee.