Apple’s soothing ASMR iPhone videos will put you to sleep

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ASMR
Savor the rhythmic sounds of wood as it’s scraped and shaved into a work of art.
Photo: Apple

Apple hops on the ASMR trend with its latest series of shot on iPhone ads, created to help you relax no matter where you are.

ASMR — short for autonomous sensory meridian response — is the experience of weird “brain tingles” some people experience when they hear or see certain things. ASMR videos shot to popularity on YouTube recently, thanks to people who crank out soothing videos designed to make the back of your neck tingle.

Grab your AirPods and get ready to bliss out!

New Shot on iPhone ads go behind the scenes with your favorite musicians

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Florence and the Machine
Apple pulled back the curtain in its latest ads.
Photo: Apple

Apple hit the road with some of the most popular bands touring the world for its latest round of ‘Shot on iPhone’ ads.

The new one minute spots offer an intimate look at what goes on backstage before Florence and the Machine, FKA Twigs and Kamasi Washington make their appearances at concerts in Colorado, New York and London. Each of the three ads were shot by a different director giving them a unique feel.

Watch all three right here:

Two stunning Apple ads score Emmy nominations

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Shot on iPhone nature
A nature video shot with iPhone XS cameras is up for an Emmy.
Photo: Apple

A pair of Apple videos were nominated for the Emmy Award for Outstanding Commercial. One celebrates the history of the Mac, while the other beautifully shows off the capabilities of the iPhone XS camera.

Watch both of them now.

6 months using only an iPhone camera leaves pro photog inspired

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Photographer Noe Alonzo used only an iPhone for six months
What could you do with an iPhone as your only camera? Plenty says Noe Alonzo.
Screenshot: Noe Alonzo/YouTube

Photographer Noe Alonzo gave himself a challenge that some people called ridiculous: He worked exclusively with his iPhone 7 Plus for six months.

The results proved stunning. Even more surprising to Alonzo, his project landed him new clients — and gave him humbling insights into his own creativity.

Apple celebrates cricket with ‘Shot on iPhone’ video

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Apple India — Our Game
Apple India used iPhones to create an homage to a game that’s something of a national obsession.
Photo: Apple

Cricket is the most popular sport in India, and Apple India introduced a short video that’s a love story to the game. This homage was filmed entirely with the iPhone XS, demonstrating some of the capabilities of its camera.

Watch it now:

Bolivian female wrestlers fly high in new ‘Shot on iPhone’ film

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Bolivian female wrestlers in iPhone commercial
The Flying Cholitas, "Shot on iPhone."
Screenshot: Apple/YouTube

You don’t look at a Luisa Dörr photograph and wonder what kind of gear she uses. Her work is arresting.

But even Dörr recognizes that the kind of camera – the iPhone – has been integral to her work and getting her name on the radar of editors and art directors across the world.

Apple finally collaborated with Dörr on an enchanting “Shot on iPhone” project featuring the colorful female wrestlers of Bolivia know as the Flying Cholitas.

Apple celebrates Ramadan and 4K video on the iPhone XS

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Apple Ramadan
The meaning of Ramadan captured in 4K on the iPhone XS.
Screenshot: Apple/YouTube

Ramadan is a month of spiritual reflection for Muslims. Apple sought to honor the holiday with a 15-second “Shot on iPhone XS” spot featuring gorgeous video footage from two photographers from the Middle East.

Finding Balance is a series of sweeping landscapes around the United Arab Emirates. In each beautifully composed scene, people are reflected in water in the foreground to symbolize the self-reflection of the season.

Filmmaker’s iPhone XS passes the shark bite test

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iPhone shark
This iPhone XS and its owner pass the ultimate stress test.
Screenshot: Camp4 Collective/YouTube

Even on video, our eyes get big when we see the open mouth of a shark. But what’s the appropriate response when you see an iPhone XS between the shark’s teeth?

This was the most interesting scene in a behind-the-scenes video of how the production company, Camp4 Collective, made the “Shot on iPhone” commercial Don’t Mess with Mother