Apple had its streamed event to launch its M3 MacBook Pros and upgraded iMac yesterday but the tech giant did something it doesn’t normally do – it took us behind the scenes of the slick shoot where we discovered the whole thing was shot on the iPhone.
Apple’s events now consist of a brief in person introduction by CEO Tim Cook before they roll a high quality video to announce its new products and features.
The production value of all these videos are top shelf and yesterday’s “Scary Fast” event was no exception.
But what made it even more remarkable was that it was shot with the iPhone 15 Pro and the iPhone 15 Pro Max which enables new workflows through its USB-C ports.
This includes recording ProRes video up to 4K 60 frames per second (fps) directly to an external drive so you can record for longer than ever before.
The iPhone 15 Pro and iPhone 15 Pro Max also offer Log encoding so you have even more options on post production.
“We were able to get the same complex shots with iPhone 15 Pro Max,” said director Broan Oakes.
“It’s amazing to see that the quality from a device that is so small and so portable can rival a large $20,000 camera.
“There’s cranes, there’s dollies, there’s all the toys that you want as a filmmaker, and everybody’s moving and has their job to do, and it’s just a very exciting and lively environment.”
“iPhone is great new tool in the palette of filmmakers.”
Apple also used the Australian company Blackmagic Design’s Camera app – an iOS exclusive and Beastgrip accessories.
And naturally the whole 30 minute video was edited on a Mac.