When Apple launched The new M3 chip series for your Macs together New MacBook Pros and iMac At its Scary Fast event earlier this week, it wasn’t a new product that made a big splash, but a product released in September. A title card appeared at the end of the presentation stating: “This show was shot on an iPhone and edited on a Mac.”
The fine print under the text states that all presenters, locations, and even the drone footage were recorded with a iPhone 15 Pro Max, Apple has used slickly shot and edited pre-recorded videos in lieu of in-person live presenters for product launch events since 2020. But this is the first time that Apple has broadcast a keynote event video that was filmed entirely with an iPhone.
Yes, the same phone you use to record your kids playing around the house, or at concerts, or your pets being cute, is the same phone used to record Apple CEO Tim Cook and other executives This was done to record the updated Mac launching itself. But this wasn’t a case of a curious Apple employee placing his new iPhone 15 Pro Max in landscape orientation, recording a video, and helping Cook find his best lighting.
The $1,199 phone was mounted on expensive accessories like camera cranes, drones, gimbals and dollies, all while delivering video previews to multiple monitors. iPhone 15 Pro Max was in one beastgrip cage, which range in price from $140 to $325 depending on the specific model. There were external hard drives connected to the iPhone to save recordings, external mics were used to record audio, professional lighting and modifiers to make everyone from Cook to Issa Rae look their best.
A small army of professionals were involved in the video shoot and post-production. This means that everything except the iPhone still costs tens of thousands of dollars, if not more.
Apple isn’t shy about promoting videos shot on the iPhone. Steven Soderbergh used iPhone shooting full-length films such as ridiculous And high flying bird, There’s no dearth of iPhone-shot music videos for such singers Lady Gaga And olivia rodrigo, heck, Steven Spielberg Shot his first music video (Marcus Mumford’s Cannibal) on iPhone.
one in Press release Which provides a behind-the-scenes look, with Apple mentioning that an iPhone 15 Pro Max FREE BLACKMAGIC CAMERA APP used to record ProRes video in Apple Log, which gives a lot of leeway to colorize grade video and reduce image noise in shadows. Even with all the lighting, the bulk of Apple’s event video was filmed in the dark, with Cook standing under the night sky and wishing us all “Good evening” instead of his usual “Good morning.” Were giving good wishes.
You can learn more about how Apple created a pre-recorded event video Here,