Apple’s Scary Fast event on Monday brought exciting announcements, including the introduction of the new M3 chip series for Macs, along with the release of updated MacBook Pros and iMacs. However, what truly piqued the interest of many during the event was an unexpected revelation: the entire video presentation was shot using an iPhone.
iPhone-Exclusive Production
In a surprising move, a title card at the end of the event proudly declared, “This event was shot on iPhone and edited on Mac.” This announcement was a first in Apple’s history, as the entire keynote event video, including presenters, locations, and even drone footage, was captured using an iPhone 15 Pro Max.
Apple has been using professionally shot and edited prerecorded videos for its product launch events since 2020, often replacing the need for in-person live presentations. However, this event marked the first time that Apple relied entirely on an iPhone for its video production, showcasing the device’s remarkable capabilities.
A Professional Setup
But this wasn’t just a matter of someone casually holding an iPhone 15 Pro Max to capture the proceedings. The $1,199 phone was part of a high-end setup, equipped with costly accessories such as a camera crane, drone, gimbal, and dolly. These accessories, along with external hard drives for recording storage, external microphones for audio quality, and professional lighting to ensure perfect visuals, helped create a seamless and professional video production.
The video shoot and post-production process involved a team of dedicated professionals, ensuring that the final product maintained the high standards expected from Apple. Despite the iPhone being at the heart of the project, the accompanying equipment and expertise required for the production came at a significant cost, likely totaling tens of thousands of dollars.
Apple’s History of iPhone-Generated Content
Apple has a history of promoting videos shot on iPhones, with acclaimed directors and artists using the device to create full-length films, music videos, and more. In this case, the iPhone 15 Pro Max, equipped with the free Blackmagic Camera app, was used to record ProRes video in Apple Log format. This allowed for flexibility in color grading and noise reduction, even when filming in challenging low-light conditions.
Apple’s behind-the-scenes look at the production process highlighted the versatility and capability of the iPhone for professional video creation. From nighttime shoots at Apple Park to innovative uses of technology, this event’s production demonstrated that the iPhone can hold its own in the world of high-quality video production, even for a tech giant like Apple.
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