In a move to redefine the boundaries of smartphone videography, Apple has unveiled a captivating ad, positioning the iPhone 15 Pro as a game-changer in the world of cinematography. The tech giant is now advocating for the device not just as a personal gadget but as a professional tool capable of replacing traditional cameras for video production, from indie filmmakers to Hollywood studios.
A Cinematic Symphony: Apple’s ‘On with the Show’ Campaign
Apple’s latest 68-second ad, titled “On with the Show,” brings together various professionals from the film industry, including camera operators, actors, makeup artists, and more. Set to the tune of “There’s No Business Like Show Business” by Irving Berlin, the ad shines a spotlight on the cinematic capabilities of the iPhone 15 Pro.
Log Encoding Unleashed: Simplifying Post-Production
A standout feature of the iPhone 15 Pro is its ability to capture in Log, a significant boon for post-production workflows. This feature enhances the visual and lighting elements of videos, providing editors with greater flexibility and control over the final output.
ProRes on the Go: External Recording with Ease
The inclusion of a USB-C port is a game-changer for filmmakers using the iPhone 15 Pro and 15 Pro Max. This allows users to record ProRes video directly to an external storage drive, eliminating concerns about running out of device storage during crucial shooting moments.
Zooming In: Optical Excellence with 5x Zoom
Apple’s ad doesn’t shy away from showcasing the impressive optical zoom capabilities of the iPhone 15 Pro Max, offering up to 5x zoom. This feature opens up new possibilities for capturing dynamic shots, particularly in scenarios where getting physically close is challenging.
Apple’s Cinematic Promise: Future-Ready Spatial Videos
Teasing the future of videography, Apple is testing an exclusive feature for the iPhone 15 Pro series with the upcoming iOS 17.2 beta – the ability to shoot spatial videos. These innovative videos will be compatible with the upcoming Apple Vision Pro, slated for an early 2024 release.
