Here’s what Apple really means when it says “shot on iPhone”
Here’s what Apple really means when it says “shot on iPhone”
Here’s what Apple really means when it says “shot on iPhone”::Behind-the-scenes video of Apple’s recent “Scary Fast” event reveals how it was filmed using an iPhone 15 Pro Max — alongside professional recording equipment and studio lighting.
I thought this was always implied. They’re always going to set it up for optimal settings, and that’s going to include all of the professional lighting and a (probably commercial) director.
They’re never going to show off what it looks like recording in terrible conditions because that won’t sell. They’re not technically lying either, because it is shot on the iPhone, just replacing the traditional cinema camera with an iPhone, which is actually a legitimate use case.
I use my iPhone for filming motorsports and it works out great. It’s not cinema camera worthy, but it looks pretty good.
My takeaway is that skills in lighting and cinematography go a long way, so long as the camera is of a certain minimum quality. That was my experience with 35mm still cameras. I didn't have the top of the line lenses and body but with good lighting and composition and subject, I got some decent photos at least.
100% this
A good photographer/cinematographer with subpar equipment is going to beat an amateur with all the gear. Limitations bring the best creativity. I love my 50mm prime for that same reason, you have to adapt to what you have, and the art comes out better for it.
I mean, of course. By the same token, if I brought a $100,000 red setup into my basement without lighting, composition, stabilizers, makeup, etc etc etc it would also look like shit.
I think the point here is that a cell phone camera from 2007 would not be able to do any of this even with all the great kit, but here, something very pro was created without $$$ spent on a body, a back, or lenses.
Would those things be even better? Sure! But what crazy times we live in that dropping in a cell phone into a film set can produce production grade output. Is it a bit of theater? Sure, but it very clearly demonstrates why no one buys digital cameras anymore and increasingly don’t buy DV cameras either.
They still could have used expensive lenses on the iPhone
True, but I didn’t see any of that in the video, just lots of shots dropping the phone in place and plugging in external drives.
but saying "shot on an iPhone" and not giving the context of the expensive equipment they are using is misleading marketing.
If you're upset that the average consumer won't be able to shoot something of that quality with their iPhone, you've got to fix your expectations. The average consumer won't even have the editing skills to pull that off, let alone any of the other myriad of tools required to turn recorded footage into a high quality production. As long as they only used iPhones, I don't think it's misleading at all to say it's shot on an iPhone.
A master at their craft doesn't need the best equipment to do their job well. Similarly, the average person won't magically be able to produce outstanding results just because you give them an expensive camera. If anything, the fact that the event was shot on an iPhone is Apple taking aim at content creators and marketing the iPhone to them as an alternative to expensive camera equipment.
Umm, yea. So?
There is far more to recording good quality video footage then just the sensor and lens on the camera, just as there is far more to recording good quality audio then just using a mic with a good dynamic range. They are tools, they make things possible. But you can still get crappy results from multi-million dollar professional equipment if you don't do all (or at least many) of the other things needed to get good make good quality recordings.
I'm more familiar with audio in a home studio setup rather then video, but if your interested in going down that rabbit hole here's some videos to get you started:
Here is an alternative Piped link(s):
https://piped.video/PWjfYvf0fsw?si=tN-e62P07KYnQc1P
https://piped.video/CRizBMyFLao?si=5FUCANkXdGawE_4c
https://piped.video/zljEd53T2HY?si=yStHDf1TEGJyj4s7
https://piped.video/ib4aET7ECek?si=euBA-l-Z_3ws2CNL
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The only reason you would buy all of that expensive equipment and not use a real camera is if you are making a marketing video for your phone.
You think they wouldn’t be using expensive equipment if they were using an expensive studio quality camera? Lmao.
Of course they would be using all of that equipment with a professional camera.
Normally you wouldn't use hundreds of thousands of dollars worth of equipment with a cell phone camera.
That’s exactly what this is… marketing
I’m amazed that The Verge is still grinding this axe after all this time… it’s simultaneously pathetic and impressive.
I’ve been skipping verge links for years at this point. They’re petty, weird journalists with pretty site design that last I checked was going off the deep end too.
This is the best summary I could come up with:
Behind-the-scenes footage of Apple’s Monday evening Scary Fast event reveals how it was filmed using an iPhone 15 Pro Max... with the aid of a full suite of professional recording equipment and studio lighting.
Still images and a video reveal that (unsurprisingly) a great deal of fancy equipment — from drones, gimbals, dollies, industrial set lighting, and other recording accessories — is still required to make iPhone footage look this good.
Apple has utilized similar but far less extreme setups for previous events that were filmed using iPhones, including the Burberry spring / summer 2014 fashion show.
It’s a neat way to promote the recording quality of iPhone cameras, but it’s not like everyday folks can recreate these kinds of results at home unless they happen to own a shedload of ludicrously expensive equipment.
The gear shown in the “Scary Fast” behind-the-scenes footage is fairly standard for big studio productions, but Apple’s implication with these so-called “shot on iPhone” promotions is that anyone can do it if only they buy the newest iPhone.
For comparison, here’s the recording kit Olivia Rodrigo apparently used to film her own “shot on iPhone” music video for “Get him Back!” using an iPhone 15 Pro — albeit on a much smaller scale because Rodrigo’s no Tim Apple.
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