Experience the incredible camera capabilities of the iPhone 15 Pro Max, a fact that even Apple acknowledges. In fact, Apple went so far as to shoot its latest product reveal, the ‘Scary Fast’ event launching new M3 Macs, entirely on the smartphone. However, it’s important to note that the “shot on iPhone” claim is not as straightforward as it seems, as revealed in a behind-the-scenes video recently released by Apple.
Yes, the video was indeed shot on the iPhone 15 Pro Max, but with the assistance of some other high-end equipment. So if you aspire to achieve footage like Apple’s, make sure you have the budget for professional lighting, gimbals, drones, and SpaceCam rigs.
Naturally, it should come as no surprise that Apple utilized professional-grade equipment alongside the iPhone itself. As the world’s most valuable company, Apple can easily afford studio lights and wants its advertisements to have a polished look. In a recent blog post, Apple openly detailed the extensive array of technology used. Yet, by leading with the simple and somewhat reductionist “Shot on iPhone” tagline- a technique previously employed in various photography-focused marketing campaigns – it clearly suggests that the phone is the star of the show.
Yesterday, Apple revealed that their event was shot on the iPhone (15 Pro/Pro Max). They’ve now also shared some behind-the-scenes footage, which, as expected, showcases numerous accompanying gear alongside the iPhone. Nevertheless, there is still much to be learned from this video. Here are my main takeaways (Thread) pic.twitter.com/TG0Wfx0JUpOctober 31, 2023
“ShOt oN iPhOnE”, Whatever you say buddy 💀💀#AppleEvent #Apple pic.twitter.com/8QmFbdT9c5November 1, 2023
Since its inception in 2007, iPhone photography has made significant advancements and has arguably replaced several tiers of cameras (although traditional point-and-shoot cameras are gaining popularity again). However, considering the extensive equipment required to supplement even the iPhone 15 Pro for creating studio-quality footage, it may be some time before it becomes the preferred choice for film directors.
