Apple's latest 'Shot on iPhone' promo sells iPhone XS as pro photo tool
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.
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.
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
This kind of photography is available to everyone with a newer iPhone (or any recent flagship smartphone).
Unless it can shoot in RAW it’s not a professional tool no matter how much FUD Apple throws.
Is having a camera with you where ever you are....
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.
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.