| Cult of Mac

Cupertino offers new Apple Watch Pride Edition bands and faces

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Apple's ew Pride Edition Sport Loop
Experimental street dancer Jin Lee Baobei wears the new Pride Edition Sport Loop band for Apple Watch, shot on iPhone 13 Pro by Collier Schorr.
Photo: Apple

Cupertino rolled out its new Apple Watch Pride Edition bands and faces Tuesday in support of the global LGBTQ+ community. Long a supporter of LGBTQ+ advocacy through numerous programs, Apple launched two new bands and two new watch faces.

The launches come ahead of Pride Month in June, when the company said it will also run a Shot on iPhone Pride Campaign.

Apple calls for magnificent macro snaps in latest Shot on iPhone Challenge

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Apple Shot on iPhone Challenge
Can you take macro photos this good? Prove it in the Shot on iPhone Challenge.
Photo: Apple

Apple today unveiled its newest Shot on iPhone Challenge, which calls upon iPhone 13 Pro owners to share their most magnificent macro photos.

The challenge starts today and runs through February 16. You can take part simply by uploading your macro photos to Instagram and Twitter using the hashtags #ShotoniPhone and #iPhonemacrochallenge.

Apple highlights iPhone 13’s brilliant battery life and durability in new ads

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iPhone 13 ad
Don't try this at home.
Photo: Apple

Apple this week dropped a pair of new ads for iPhone 13, highlighting its newest handset’s brilliant battery life and durability.

One of the one-minute clips shows iPhone 13 being used to film a boy during a day-long bike ride. The other shows the device being used as a toy, hammer, baseball bat and more by an energetic toddler.

Have some laughs with videos showcasing iPhone 13 Pro camera capabilities

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Have some laughs with videos showcasing iPhone 13 Pro camera capabilities
Video demos don’t have to be dry as dust. One Apple just premiered showing iPhone 13’s Cinematic mode is actually funny.
Screenshot: Apple

Apple proves that demo videos don’t have to be dry and boring. It premiered a trio of short videos Sunday that show off the capabilities of the iPhone 13 Pro camera — and they’re actually fun to watch.

Plus, if you were just gifted Apple’s latest handset, watch all three and you might be inspired to go make a movie with it.

Apple’s brutal holiday ad is a snowman bloodbath shot on iPhone 13 Pro

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Apple snowman ad
The look of a young girl who just witnessed her best friend's murder.
Photo: Apple

If you’re the kind of person who gets pleasure out of destroying other people’s snowmen, you’ll love Apple’s new “Shot on iPhone” ad for the holiday season.

“Saving Simon” tells the story of a young girl who saves a beloved snowman from a mass stomping, keeps it alive all year long by shutting it inside a freezer, then helplessly watches on as it gets brutally obliterated in a hit and run.

Michel Gondry shoots his latest short film entirely on iPhone 13 Pro

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A Dozen Eggs, shot on iPhone 13 Pro
By French director Michel Gondry.
Photo: Apple

Apple’s “Shot on iPhone” campaign continues with “A Dozen Eggs,” a whimsical short film captured entirely on iPhone 13 Pro by award-winning French film director Michel Gondry.

The one-minute video, like other films from the series, does a terrific job of showcasing iPhone’s camera performance and movie-making prowess.

Hollywood at Home video demonstrates filming big scenes with tiny props and iPhone 13

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‘Hollywood at Home’ video demonstrates filming big scenes with tiny props and iPhone 13
Tops for the budding Michael Bay or Steven Spielberg.
Screenshot: Incite/Apple

Anyone dreaming of being a director doesn’t have wait until they have a million-dollar budget to start shooting impressive-looking movies. The new Hollywood at Home video shows how to use everyday objects and an iPhone 13 to film action scenes and create otherworldly landscapes or monster movies.

Watch the amazing video now:

‘Shot on iPhone’ film reveals camera tricks for capturing the beauty of spring

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‘Full Bloom’ is a demonstration reel for what can be down with ann iPhone 12 camera
Full Bloom sets out to inspire budding photographers and videographers with what they can do with just an iPhone 12 camera.
Photo: Apple

Full Bloom, a new spring-themed video commissioned by Apple, includes some amazing photography done with an iPhone 12. It’s part of the long-running “Shot on iPhone” series that demonstrates the capabilities of the cameras built into Apple handsets. A highlight of the latest offering is stop-motion video done with flowers and fruit.

Don’t miss it:

Apple recruits acclaimed filmmaker to make its ‘Hometown’ Shot on iPhone video

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Shot on iPhone 5
New video celebrates Black History Month.
Photo: Apple

At the conclusion of Black History Month, Apple this weekend debuted a new Shot on iPhone video filmed by 21-year-old director Philip Youmans, the first African-American filmmaker to win the Founders Prize at Tribeca Film Festival.

The five-minute video “follows a number of our image-makers as they each celebrate the Black experience, Black excellence, love, and imagination.” It features the work of photographers Lawrence Agyei, Gabriella Angotti-Jones, Lauren Woods, and Julien James. Check it out below:

Apple showcases Black photographers for latest Shot on iPhone campaign

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Shot on iPhone 5
Sam Trump, local jazz musician, Bronzeville, Chicago. Shot on iPhone 12 Pro by Lawrence Agyei.
Photo: Apple

Apple enlisted dozens of Black photographers to document their hometowns using iPhone 12 Pro, and the company showed off their handiwork Monday to kick off Black History Month.

“All across the US, these photographers set out to showcase the people and the pockets of their cities that embody their local culture,” Apple said in a press release about the Hometown project.

It’s a neat spin on the company’s ongoing “Shot on iPhone” campaign, and the results are pretty darn impressive. Check out some of the images below.