Wednesday, November 1, 2023

“Scary Fast” Apple Event Shot On iPhone Included Lots Of Expensive Gear

Earlier yesterday morning, Apple held its “Scary Fast” event where it announced its new M3 family of processors, and MacBook Pros and iMacs powered by said chip. In true Apple fashion, the event also had the disclaimer that the entire event was “Shot on iPhone” which sounds amazing, until it was (unsurprisingly) revealed that the entirety of it was done with a ton of really, really expensive camera equipment.

If you’re wondering what iPhone Apple used to shoot the entire “Scary Fast” event, it’s the iPhone 15 Pro Max. It goes without saying that the end result of that shoot definitely looks impressive but again, a camera inside a phone is only as good as the resources thrown at it.

In Apple’s official behind-the-scenes video, the crew behind the entire process shows off a great deal of professional equipment that includes industrial-set studio lighting, high-end gimbals, dollies, as well as the drone because how else do you get that long, fast-moving close up shot of your CEO.

Needless to say, a lot of blood, sweat, and probably tears of virgins that went into the production process, but more importantly, it can also interpreted that the behind-the-scenes look of Apple’s “Scary Fast” event also sends an indirect message that, the iPhone 15 Pro Max used here is only one of several cogs in the machine and that, once again, a camera is only as good as the equipment it’s paired with.

For comparison’s sake, here’s another video shot with the iPhone 15 Pro, featuring Olivia Rodrigo albeit on a smaller scale because, as The Verge puts it: she’s no Tim Apple.

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