Apple's latest 'Shot on iPhone' promo sells iPhone XS as pro photo tool

AppleInsiderAppleInsider
Posted:
in iPhone
Working again to cast iPhones as a tool for serious photographers, Apple on Monday released its latest "Shot on iPhone" promo, featuring portrait specialist Christopher Anderson.

Shot on iPhone


Running over 3 minutes, the promo concentrates on Anderson's working philosophy. He also extols the virtues of playing around with in-camera controls, which in the video includes the iOS 12 Camera app's filter and editing tools.

Simultaneously however he argues in favor of simplification and observation, rather than getting "bogged down" in "all the tools that may be available."





An unusual aspect of the video is that it's shot in a vertical format, normally heresy among videographers. That may suggest that Apple intends it to be viewed on phones first and foremost.

Apple's core ad partner, TBWA\Media Arts Lab, recently assigned new creative directors to iPhone and Services projects. It's not yet clear if the new iPhone director, Chuck Monn, was responsible for the Anderson promo.

Comments

  • Reply 1 of 12
    bb-15bb-15 Posts: 283member
    What I liked about this series of images in the video is that; the beyond the iPhone, the approach/equipment used was very basic (natural light) & inexpensive (mirrors/glass bottles/wire). Also the processing of the image was done in the iPhone. 

    This kind of photography is available to everyone with a newer iPhone (or any recent flagship smartphone).
  • Reply 2 of 12
    raulcristianraulcristian Posts: 64member
    Shot on iPhone. In beautiful Barcelona.
  • Reply 3 of 12
    sapporobabyrtrnssapporobabyrtrns Posts: 850member
    Shot on iPhone. In beautiful 

    Unless it can shoot in RAW it’s not a professional tool no matter how much FUD Apple throws. 
  • Reply 4 of 12
    sapporobabyrtrnssapporobabyrtrns Posts: 850member

    Unless it can shoot in RAW it’s not a professional tool no matter how much FUD Apple throws. 

    bigtds
  • Reply 5 of 12
    macky the mackymacky the macky Posts: 4,801member

    Is having a camera with you where ever you are....
    raulcristian
  • Reply 6 of 12
    fruitstandninjafruitstandninja Posts: 104member
    sapporobabyrtrns said:

    Unless it can shoot in RAW it’s not a professional tool no matter how much FUD Apple throws. 

    I shoot in raw all the time on my iPhone. There are many apps that can do this. I personally like Halide. 
    king editor the grate
  • Reply 7 of 12
    lkrupplkrupp Posts: 10,557member
    sapporobabyrtrns said:

    Unless it can shoot in RAW it’s not a professional tool no matter how much FUD Apple throws. 

    Well, thank you for confirming that the iPhone XS is a pro tool. It does in deed shoot in RAW. And that’s no FUD. I bet we'll never hear back from you though, will we?
    king editor the gratemuthuk_vanalingam
  • Reply 8 of 12
    davgregdavgreg Posts: 1,037member
    He likened his work to street photography which is never supposed to be posed.
  • Reply 9 of 12
    foljsfoljs Posts: 390member
    sapporobabyrtrns said:
    Shot on iPhone. In beautiful 

    Unless it can shoot in RAW it’s not a professional tool no matter how much FUD Apple throws. 
    Spoken like a true amateur.

    It can shoot RAW.

    But that's irrelevant. There are tons of professionals that don't shoot RAW.

    Photojournalism work for example, doesn't need RAW, and often is just done in JPEG for smaller files and faster workflow.

    RAW is a means to get more dynamic range (which not all environments need) and a clutch that allows to fix some issues like WB in post (which pros know how to set up properly).

    Aside from that, the different with a low compression JPEG setting is irrelevant. People have had exhibitions and pro work and books shooting in JPEG.

    RAW is the amateurs idea of what it takes to be a pro photograph.

  • Reply 10 of 12
    foljsfoljs Posts: 390member
    davgreg said:
    He likened his work to street photography which is never supposed to be posed.
    That's an old wives tale. Tons of iconic street photographs were posed. E.g.: http://www.bbc.com/culture/story/20170213-the-iconic-photo-that-symbolises-love ;

    And you can always do "street photography" inspired photography that is posed -- you just follow some of the conventions of the genre.

    Art is not about strict rules.
    edited June 2019 raulcristianTuubor
  • Reply 11 of 12
    Roger_FingasRoger_Fingas Posts: 148member, editor
    The famous pro photographer adage is that the best camera is the one you have on you. Most cameras can be made to produce good images, it's just a question of working within their limits.
  • Reply 12 of 12
    bigtdsbigtds Posts: 167member
    Sorry, it's not a pro tool. It's a cell phone camera. A good one at that. No serious photographer would used this in place of a real camera.
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