Adam Kos What more is a mobile phone than just a phone? Modern smartphones represent many single-purpose devices, which of course also include cameras. Since the arrival of the iPhone 4, everyone must be aware of their power, because it was the phone that largely redefined mobile photography. Now we have the Shot on iPhone campaign, which could go a little further.
It was the iPhone 4 that already offered such a quality of photos that, in combination with suitable applications, the concept of iPhoneography was born. Of course, the quality was not yet at such a level, but through various editing, unmistakable images were created from mobile photos. Of course, Instagram was to blame, but also Hipstamatic, which was popular at the time. But a lot has changed since then, and of course the manufacturers themselves are to blame for this, as they try to constantly improve their devices, even with regard to their photography skills.
Apple is now once again highlighting the iPhone 13's camera features as part of its traditional "Shot on iPhone" campaign. This time, the company shared on YouTube a short film (as well as a making of video) “Life is But a Dream” by South Korean director Park Chan-wook, which of course was entirely shot on the iPhone 13 Pro (with a lot of accessories). However, this is no longer unique, because after mobile phone pictures appeared on the front pages of magazines, full-length films are also being shot with the iPhone, not just similar twenty-minute ones. After all, the director of this project has already made several independent films, which he just recorded on the iPhone. Of course, the movie mode function, which is available exclusively in the iPhone 13 series, is also remembered here.
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Filmed on iPhone
But photography and video is a very different genre. Apple throws both into the same bag under its Shot on iPhone campaign. But to be honest, the filmmaker is not too interested in the photos, because he concentrates on the moving images, not the static ones. By the fact that Apple is also successful with the campaign, it would directly offer to separate these "genres" and cut even more out of it.
In particular, the iPhone 13 series really made a big leap in video recording. Of course, the movie mode is to blame, although many Android devices can record videos with a blurred background, none do it as elegantly, easily and well as the new iPhones. And to top it off, we have ProRes video, which is exclusively available on the iPhone 13 Pro. Even though the current series was also improved in terms of photography (photographic styles), it was the video functions that took all the glory.
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We will see what Apple comes up with in the iPhone 14. If it brings us 48 MPx, it has a lot of space for its software magic, which it does more than well. Then nothing will stop him from presenting an original film from his production, shot on his own device, in Apple TV+. It would be crazy advertising, but the question is whether the Shot on iPhone campaign wouldn't be too small for this.
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