Once every year, each time Apple releases a new version of its iPhone, the company also showcases the "Shot on iPhone" campaign.
It's an advertising campaign by Apple that shows the prowess of its phones in taking photos and videos. Each year and in every new iteration, results get better and more real. This is crucial, since the campaign's sole aim is to highlight the impressive camera capabilities of iPhones, emphasizing the quality of images and videos that users can create with the device.
Apple often features these user-generated content in various marketing materials, such as billboards, commercials, and online promotions, in order to demonstrate the camera's capabilities in real-world scenarios.
The thing is, Shot on iPhone is much more than what meets the eyes.
Shot on iPhone involves a lot more than just an iPhone.
The "Shot on iPhone" campaign promotes technological advancements in iPhone camera technology, as well as to foster a sense of community among users who contribute their stunning visuals to the campaign.
Over the years, Shot on iPhone is a powerful way for Apple to connect with its user base and showcase the diverse and creative ways people use their iPhones for photography and videography.
But in order for a campaign this big, from a company that big, to be successful, all people should know that it takes a lot more than just an excellent camera to capture quality results that is marketable.
Back in the earlier days, photos and videos from smartphones were low in quality. But in the modern days of smartphones, cameras in mobile devices are very good, and can easily pass as a production tool.
For this reason, Apple knows that pretty much anyone can capture great photos and videos using pretty much any phone in the market.
To be one step ahead, Apple shows that it it went all out.
And this was first revealed in a newsroom post, which reveals 'Scary Fast' campaign behind-the-scene.
First of and obviously, Apple uses its most powerful phone of 2023, which is the iPhone 15 Pro Max.
Whereas the base model iPhone 15 has only two camera sensors, and the Pro adds a 5x telephoto.
If compared to the base model, the Pro version of the iPhone is primary and ultrawide sensors are more capable, allowing the device to capture more light for faster captures.
In a YouTube video released by Apple following the launch of the iPhone 15 Pro, Apple shows that it uses a custom rig to hold the iPhone.
While optical and electronic stabilization on mobile devices have come a long way, this custom rig is one a whole different level.
Then, Apple shows that lighting is key.
Using the rig, stability is achieved. But to make results professional, professional subject lighting designed by experts is needed.
This is able to bring out details and minimize shadows.
The lighting rigs Apple uses are mounted to a motorized cart, allowing them to be moved and adjusted throughout the production.
Apple also used gimbal mounts and drones to capture some shots for Scary Fast.
As for the software, Apple was using the Blackmagic Camera iOS app, which provided the same tools used in feature films, television shows, and documentaries.
And as for the manpower, Apple noted that it hired production specialists Jeff Wozniak and Jon Carr, both of whom worked for Hollywood projects like Top Gun: Maverick, Avatar, and Iron Man 2.
The videos edited by Stefan Sonnenfeld, who previously worked for projects that include Stranger Things, The Equalizer 3, and Fast X.
"It’s pretty amazing how you can put this in the hands of someone who’s a professional director and they don’t have to change their equipment — they don’t have to change any of the things that they always do," says Carr.
In the end, Apple used Mac to edit the photos and videos to come up with the final results.
Long story short, while Apple did shot the entire thing with an iPhone 15 Pro Max, but the company that shed some light into what lies behind-the-scene, suggests that it was also using thousands of dollars worth of equipment, and hired a team of professional videographers and editors.
In other words, while the iPhone itself is already an expensive piece of device, the device Apple uses to help its iPhone perform costs a lot more than the iPhone itself.
From the amount of effort and gear used, and the size of the crew, it's obvious that Apple managed to create results that may not be easily replicable by some ordinary iPhone 15 Pro Max users, even when they try.