We already know the iPhone 15 Pro Max’s camera is incredible, and so does Apple – which is why the company made such a big deal of the fact that its latest product reveal, this week’s ‘Scary Fast’ event launching new M3 Macs, was shot entirely on the smartphone. But the bold (and simple) “shot on iPhone” claim is arguably a little reductive, as a new behind-the-scenes video from Apple shows.
In short, yes, the video was shot on an iPhone 15 Pro Max. With the help of some other very expensive kit. Want your own footage to look like Apple’s? Hopefully you have the budget for some studio-quality lighting, gimbals, drones and SpaceCam rigs.
Of course, the fact that Apple has chosen to use some pro-level kit alongside the iPhone itself will come as a surprise to exactly zero people. The world’s most valuable company can afford the odd studio light and wants its advertising to look as slick as possible. And in a new blog post, Apple makes no secret of the sheer amount of technology used. But by choosing to lead with the simple and somewhat reductive line “Shot on iPhone” (which it’s used before in various photo-based marketing campaigns), it certainly suggests that the phone is the star of the show.
iPhone photography has come a long way since the first device was launched in 2007, arguably replacing several generations of cameras (although the humble point-and-shoot seems to be making a comeback). But given the sheer amount of kit required to produce studio-quality shots, even with the iPhone 15 Pro, we have a feeling it’s going to be a while before it becomes the go-to camera for filmmakers.
