Behind the Scenes: Deciphering the 'Shot on iPhone 15' Campaign by Apple
Behind the Scenes: Deciphering the 'Shot on iPhone 15' Campaign by Apple
Credit Apple
Apple showcased its latest iPhone's camera prowess during a recent event, and the iPhone 15 Pro undoubtedly boasts an advanced camera setup. However, the company's event and behind-the-scenes video shed light on what it truly takes to capture such high-quality footage. While the event was designed to reveal new Macbook Pros with Apple's new M3 ARM chip, it also served as a platform to emphasize the iPhone's capabilities. Apple's claim of shooting the entire event with an iPhone 15 Pro Max was genuine, but the process involved more than just the phone itself. Behind the scenes, thousands of dollars' worth of equipment, along with a team of professional videographers and editors, played a crucial role in producing the impressive content. So, while the iPhone's potential is evident, achieving similar results may require more than the phone alone.
Apple had previously highlighted the iPhone 15 Pro's cameras during its initial phone announcement. The base model iPhone 15 offers two camera sensors, including a wide-angle and an ultrawide lens. In contrast, the Pro version incorporates a 5x telephoto lens, enhancing its photographic capabilities. The primary and ultrawide sensors on the Pro are more adept at capturing light, resulting in faster and improved image quality.
While many users rely on holding their phones by hand when shooting videos, replicating the seamless and stable shots achieved with the custom SpaceCam rig used by Apple is a challenge. To capture specific shots for the event, Apple employed gimbal mounts and drones, contributing to the professional look and feel of the content.
Another critical aspect of professional video production is lighting. Apple employs expertly designed subject lighting systems that emphasize details and minimize shadows. These lighting rigs are mounted on motorized carts for flexibility and precise adjustments. Surprisingly, these are the same lights Apple utilizes when working with professional cameras.
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| Credit Apple |
The individuals behind the scenes play an essential role in ensuring the quality of the content. Apple has professionals like Jeff Wozniak and Jon Carr, who have worked on renowned projects such as Top Gun: Maverick, Avatar, and Iron Man 2. Additionally, the video content is colored by Stefan Sonnenfeld, known for his work on productions like Stranger Things, The Equalizer 3, and Fast X.
While all these factors contribute to the iPhone's video capabilities, it's important to recognize that the average iPhone 15 Pro user won't have access to custom gimbal mounts, high-end studio lights, or a team of expert cinematographers. Most users won't delve into features like ProRes Apple Log encoding or connect external drives for extended shooting. While this doesn't necessarily make the iPhone 15 Pro the ultimate choice for casual videographers, it does demonstrate that the device can indeed produce professional-quality content. In this regard, it lives up to its name.
