Latest iPhone X ad 'studio in your pocket' touts Portrait Lighting

AppleInsiderAppleInsider
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in iPhone
The latest in a long series of ads touting Portrait Lighting, the new 30-second spot creates the illusion of an iPhone X making a professional photography studio available.




Apple Monday released a new commercial for the iPhone X, specifically touting the phone's camera and Portrait Lighting capabilities.

In the ad, a young woman is seen taking the iPhone X out of her pocket. Then, suddenly, lights, umbrellas and all of the other gear and accessories that would be present in a professional studio appear around her.

The commercial ends with the slogan "Studio in Your Pocket," a trio of photos of the woman, and the on-screen phrase "Portrait Lighting on the iPhone X."





The spot debuted on Apple's YouTube channel Monday. The song in the ad is "La Fete Noire" by Flavien Berger.

Selling Point

Portrait Lighting debuted last year long with the iPhone X and iPhone 8 Plus, and it's meant to make photos taken on device resemble professional-looking photographs.

Apple has heavily pushed Portrait Lighting in its advertising in recent months. It released two ads in January showcasing the feature, and a 90-second video in February about its development. And another ad, last month, featured Portrait Lighting as a reason to switch to iPhone from Android.

Comments

  • Reply 1 of 8
    nunzynunzy Posts: 662member
    Professional photographers use iPhone for their shoots.
  • Reply 2 of 8
    gatorguygatorguy Posts: 24,211member
    nunzy said:
    Professional photographers use iPhone for their shoots.
    As a challenge or proof of concept but not for a living AFAIK. An iPhone or any other current smartphone would be far too limiting for professional portraiture on a regular basis. But yeah it can obviously be done, where there's a will there's a way. 
    edited May 2018 racerhomie3baconstang
  • Reply 3 of 8
    mavemufcmavemufc Posts: 326member
    Glad you said “a long series of adds” in this article, seems like they have lots of these now.
  • Reply 4 of 8
    radarthekatradarthekat Posts: 3,842moderator
    gatorguy said:
    nunzy said:
    Professional photographers use iPhone for their shoots.
    As a challenge or proof of concept but not for a living AFAIK. An iPhone or any other current smartphone would be far too limiting for professional portraiture on a regular basis. But yeah it can obviously be done, where there's a will there's a way. 
    Man, you are tedious, aren’t you?
    watto_cobra
  • Reply 5 of 8
    gatorguygatorguy Posts: 24,211member
    gatorguy said:
    nunzy said:
    Professional photographers use iPhone for their shoots.
    As a challenge or proof of concept but not for a living AFAIK. An iPhone or any other current smartphone would be far too limiting for professional portraiture on a regular basis. But yeah it can obviously be done, where there's a will there's a way. 
    Man, you are tedious, aren’t you?
    Man you aren't particular about accuracy? Nah, I don't see it as tedious. Continuously misleading would be tedious... Continuously cheerleading would be tedious...
    edited May 2018
  • Reply 6 of 8
    gregg thurmangregg thurman Posts: 456member
    gatorguy said:
    gatorguy said:
    nunzy said:
    Professional photographers use iPhone for their shoots.
    As a challenge or proof of concept but not for a living AFAIK. An iPhone or any other current smartphone would be far too limiting for professional portraiture on a regular basis. But yeah it can obviously be done, where there's a will there's a way. 
    Man, you are tedious, aren’t you?
    Man you aren't particular about accuracy? Nah, I don't see it as tedious. Continuously misleading would be tedious... Continuously cheerleading would be tedious...
    Tedious not tedious?  Who cares?  Overwhelmingly, the majority of iPhone owners ARE NOT professionals with a truck load of gear, and hopefully the eye to use it. 

    “The best best camera is the one you have.”

    the iPhone’s Portrait mode takes superior pictures when compared to anything short of a professional studio. Even then, I’m sure Portrait mode can take better photos than many I’ve seen from “professionals”. 

    For the critics, get over it. For the cheerleaders, take a deep breath. 
    watto_cobra
  • Reply 7 of 8
    foggyhillfoggyhill Posts: 4,767member
    gregg thurman said:
    gatorguy said:
    gatorguy said:
    nunzy said:
    Professional photographers use iPhone for their shoots.
    As a challenge or proof of concept but not for a living AFAIK. An iPhone or any other current smartphone would be far too limiting for professional portraiture on a regular basis. But yeah it can obviously be done, where there's a will there's a way. 
    Man, you are tedious, aren’t you?
    Man you aren't particular about accuracy? Nah, I don't see it as tedious. Continuously misleading would be tedious... Continuously cheerleading would be tedious...
    Tedious not tedious?  Who cares?  Overwhelmingly, the majority of iPhone owners ARE NOT professionals with a truck load of gear, and hopefully the eye to use it. 

    “The best best camera is the one you have.”

    the iPhone’s Portrait mode takes superior pictures when compared to anything short of a professional studio. Even then, I’m sure Portrait mode can take better photos than many I’ve seen from “professionals”. 

    For the critics, get over it. For the cheerleaders, take a deep breath. 
    As for every tool, pros can use "Portrait Mode" better than non pros :-), cause the starting lighting does have an impact on how well the effect works, just like pros take better pictures with Iphones than a regular joe.
    gatorguy2old4fun
  • Reply 8 of 8
    thrangthrang Posts: 1,008member
    Some here seem to adore obfuscating the larger and more compelling realities of Apple's technology to peddle petty snipes. The fact that you can accomplish extraordinary things with an iPhone, for both still and moving image - (and now wading knee deep into the professional pool) - is remarkable. And its only beginning...
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