A new report says that Apple is set to take ‘Shot on iPhone’ to a whole new level with the iPhone 17 Pro.
Real Camera? Nope. Apple Wants You to Use Your iPhone 17 Pro and Pro Max for Shooting Videos
If you ask me, Apple’s most successful marketing campaign to date is ‘Shot on iPhone.’ It’s so good that companies like Samsung and Google started doing something similar too in recent years.
It’s a great way to showcase your product, and what better way to do it than let your customers do it for you.
With the iPhone 17 lineup set for launch later this year, Apple aims to replace your real video camera with the iPhone 17 Pro. Whether you’re a videographer, cinematographer, vlogger, you name it, Apple wants you to shoot your next big thing with iPhone 17 Pro, according to Mark Gurman.
That’s a very, very big push, especially when you realize how good the iPhone is already doing in terms of video. Entire movies are being shot on iPhones, including 28 Years Later.
The one thing that truly made the iPhone a popular video camera is the inclusion of Dolby Vision and support for shooting ProRes Log. This means you get high flexibility when color-grading or applying your favorite LUTs and filters.
The end-result is a video that looks like something that came out of an expensive mirrorless camera. But, there is definitely room for improvement.
No one is exactly sure how Apple is going to push people into using the iPhone 17 Pro more than their real camera for video. It’s hard to take a guess, and I’m not sure if a variable aperture is the only part of the puzzle. There has to be more to this.
I’m truly excited about this news since I do use a mirrorless camera to shoot videos. If the iPhone is able to do 40% of what my Sony camera can, I’ll happily switch over to the iPhone 17 Pro completely for video.
