Apple debuted the latest ad in its “If it’s not an iPhone, it’s not an iPhone” series over the weekend — showing off the iPhone’s superior ability to both take still images and record video.
Check it out below:
Previous ads in the series have discussed the iPhone’s amazing hardware and software, as well as the massive range of apps available in the App Store. Photography is another big focus of Apple’s — which is why it’s no surprise to see the iPhone camera receive its own commercial.
The quality of videos and photos shot on the iPhone was the subject of another recent ad campaign, called — unsurprisingly — “Shot on iPhone,” showing off amazing photography crowdsourced from Apple users around the world.
Apple’s latest ad serves another purpose, too. While there’s no doubt that the “If it’s not an iPhone, it’s not an iPhone” campaign is all about selling some last iPhone 6 units before the debut of the iPhone 6s next month, it also highlights an aspect of the iPhone we’re expecting to see improvement in.
There have been plenty of rumors to suggest that the iPhone 6s and 6s Plus are likely to boast 12MP cameras — theoretically greatly improving the current standard of iPhone photography, which is already incredibly high.
In other words, if you like today’s photos, you ain’t seen nothing yet!
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
9 responses to “Apple pushes iPhone camera capabilities in new ad”
More megapixels doesn’t mean improved quality. While there is something to be had by increasing the sampling of data, unless the sensor size increases, or they do more than simple backside illumination, the overall noise level will increase quite a bit. While megapixels is an easily (mis)understood metric, I wish Apple would put more focus (pun intended) on giving us more photographic control such as raw files, tiff option, binning for noise reduction (and reduced resolution), etc. Maybe even have a mode for advanced users who understand ISO, shutter speed, and aperture, and let us directly set them in the Camera app without having to use a third party one.
I absolutely agree. I always wanted to set the f-stop, and shutter. I really don’t know why Apple doesn’t make the phone like I want, instead of making it to suit tens of millions of people!? Oh, maybe that’s what third party apps are for!
True except Apple enforces their own apps for certain situations (like lock screen). Apple hides a lot of functionality quite well. It would be very easy for them to have an advanced option to set shutter speed and ISO rather than a slider bar for exposure.
Yep, that’s what’s awesome about all the apps available! I use an app called “manual” that allows me to change shutter speed, ISO, and manually control focus… Pretty awesome app.
This is one area where I wish Apple was a tiny bit more like Android — letting me replace the default Photo app used from both the lock screen or from other apps. When you have a 4 month old you go straight from lock screen far more than you would bother with unlocking, finding, launching, then shooting.
As a father of two young boys, I don’t have the time 9 times out of 10 to adjust ISO and shutter speeds so I can catch something they’re doing. The only time I use the “Manual” app is when I’m wanting to add effect, or just take a better photo. For sheer speed, the built in system works the best for me.
Well, we can bat it back and forth but if they implemented it the way I’m thinking it would work very well for me — and perhaps other people as well.
I’d like to see them add the ability to add the ability to select image resolution size directly to the camera rather than having to crop it later in Photos.
You can zoom in before taking the shot, and in which case, not need to crop, thus reducing the file size of the image.