The Future Is Here
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It Took More Than Just iPhones to Shoot Apple's New Ad

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With Macintosh turning 30 this year, you'd think Apple would go big. Maybe they'd spring for another Super Bowl commercial like the 1984 ad that changed the way the world thinks about computers. Nah… they just made an Apple promo reel that was shot entirely on iPhones—with a little help, of course.


Don't get me wrong: It's a pretty commercial. Showcasing such unbelievable realities as robotic hands and motion-controlled drones, it manages to capture that future-is-now feel that Apple's always done so well. That present-day future also happens to be completely powered by iOS devices, you'll notice. Heck, even the commercial itself was shot completely with iPhones and produced in only a day!

Except! While it's true that iPhones were used, don't expect to be able to pull off basically any of these shots on your own. What you don't see are all of the dollies and Steadicams and cranes make that perfect panning shots look so professional, never mind whatever extra lighting they brought in to make those robo-hands shimmer just right. Your iPhone camera is a good camera. It's just not Super Bowl commercial good quite yet.