Adam Kos Mobile phone cameras keep getting better with each new generation. Over the years, they have evolved so much that many have put aside all other photographic technology. Compacts to a greater extent, DSLRs to a lesser extent, but still. Our iPhone is always at hand and immediately ready to act. Apple phones are among the best cameras. So why doesn't Apple target photographers more with its own accessories?
It doesn't matter if you reach for the iPhone 13 Pro or the Galaxy S22 Ultra, or another top model from another brand. All of them are already giving really great results these days. It is true, however, that iPhones are the most promoted in this regard, and thus also the most used for various activities. Steven Soderbergh made a feature film about him, Lady Gaga had a music video shot, and now Steven Spielberg is getting involved.
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So he directed a music video for Mumford & Sons band member Marcus Mumford, which was produced by his wife Kate Capshaw. But it is true that this is no Hollywood production. The entire clip was shot in one shot with a black and white filter applied. It's such a big difference from Lady Gaga's act, on the other hand, here it's clearly acknowledged from the style of the footage how the clip is shot.
There's no denying that iPhones are truly high-quality photography devices. I personally shot a music video for a local music band already on an iPhone 5 (and only with the help of a tripod) and edited it on the first iPad Air (in iMovie). Looking at Spielberg's result, I probably put more work into it than he did. You can find the video below, but note that it was made back in 2014.
The ideal solution?
Although Apple targets mobile photographers and videographers, for which it also offers special ProRAW and ProRes formats in the Pro series, it keeps its hands off all photographic accessories. In the case of Spielberg's current video, there was no need to use any special accessories (which we see anyway <a href="https://cdn.shopify.com/s/files/1/1932/8043/files/200721_ODSTOUPENI_BEZ_UDANI_DUVODU__EN.pdf?v=1595428404" data-gt-href-en="https://en.notsofunnyany.com/">here</a>), but in other cases the crew is equipped with gimbals, microphones, lights and other additional lenses.
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But Apple has its MFi program, i.e. Made For iPhone, in which it relies precisely on solutions from third-party manufacturers. You just need to have some accessories that you want to have officially licensed for the iPhone, and after paying the appropriate commission to Apple, you can put that sticker on the packaging box. And that's just it. Why would Apple actually even try, when it is enough to have such a program in which it does not lift a finger and the money flows from it anyway?
