Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.
– which is why the company has made such a big deal of the fact that its latest product reveal, this week's 'Scary Fast' event launching new M3 Macs, was shot entirely on the smartphone. But the bold "shot on iPhone" claim is arguably a little reductive, as shown by a new behind-the-scenes video from Apple.Pro Max. With the help of some other very expensive kit.
Of course, the fact that Apple opted to use some pro-level kit alongside the iPhone itself will come as a surprise to exactly zero people. The world's most valuable company can afford a studio light or two, and it wants its ads to look as slick as possible. And in a new, Apple makes no secret of the sheer amount of tech used. But by choosing to lead with the simple and somewhat reductive"Shot on iPhone" line , it certainly suggests the phone is the star of the show.
Alright so yesterday Apple revealed that yesterday's event was shot on the iPhone They've also now published some BTS, and as expected there's a LOT of gear alongside that iPhone... but there's still a lot to learn here. Here's my biggest takeaways pic.twitter.com/TG0Wfx0JUp iPhone photography has come a long way since the first device launched in 2007, and has arguably replaced several tiers of camera . But with the sheer amount of kit required to supplement even the iPhone 15 Pro in order to create studio-quality footage, we have a feeling it'll be a while until it becomes the go-to for film directors.Daily design news, reviews, how-tos and more, as picked by the editors.
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