Photos and videos taken on iPhone as part of the Shot on iPhone promo campaign and the iPhone Photography Awards will not leave anyone indifferent. Delighted by what they see, users buy Apple smartphones … and quickly realize that they themselves cannot shoot as beautifully. What’s the matter?
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No, of course, Apple is not fooling anyone – the iPhone camera is really used for shooting, and not some kind of movie camera with the prefix “Pro”. But if you take a closer look at the tiny subtitles that accompany the “Shot on iPhone” commercials, you will notice the significant postscript “Additional equipment and software used“. In English it means “Filmed with additional hardware and software“.
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What is this “additional hardware and software”? Apple uses a whole arsenal to make Shot with iPhone photos and videos truly beautiful. These include steadicams, lenses and tripods, and accessories are very expensive – from several thousand dollars and more.
“If you were shown how this ad is made, you would hardly buy a brand new iPhone.”
Video on the topic from the famous IT blogger and photographer Marquez Brownlee:
In reality, the exact opposite effect is achieved. Formally, there is nothing to complain about – the content was shot on the iPhone, and they warn about the use of additional equipment (albeit in small letters).
And even the most loyal Apple fans are probably aware that such “cinematic” content cannot be done with an “apple” smartphone. But the sediment, as they say, still remained.
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