Screenshot from Apple's "On the runway" video showing three iPhone 5s handsets on a gimbal. | Source: Apple
Titled "On the runway with iPhone 5s," the spot features a quick look at the Burberry Prorsum Womenswear Spring/Summer 2014 fashion show that took place in September of last year.
Apple and Burberry collaborated on the shoot, which relied solely on the iPhone 5s for runway and backstage footage, as a mutual marketing stunt timed for release after the handset's launch. To capture the event, Apple employed pre-release iPhone 5s units, many of which can be seen in cut scenes throughout the video.
Along with superior image quality, the short video also highlights the iPhone 5s' 120-frames-per-second slow-motion capture capability. One of the most prominent slo-mo shots shows golden leaves falling from sky as models strut by on the catwalk.
One month after the video debuted, Apple announced that Burberry's CEO Angela Ahrendts would be leaving the clothing designer to take on the newly created role of Senior Vice President of Retail and Online Stores.