| Cult of Mac

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


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


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


‘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


‘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


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


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.

New ‘Shot on iPhone’ images showcase what’s possible with iPhone 12


iPhone 12 Pro Max image
NKCHU from China took this stunning image using an iPhone 12 Pro Max.
Photo: Apple

Whether it’s the iPhone 12 mini or the high-end iPhone 12 Pro Max, Apple’s latest handsets are pretty darn great when it comes to taking photographs. To show just how good, on Tuesday Apple released a lineup of images, snapped using its latest iPhones.

From hyper-detailed close-ups to moody interiors to gorgeous landscapes, they show off just how versatile Apple’s new camera phones actually are.

Moment’s Pro Camera app adds killer time-lapse tools for iPhone


Pro Camera puts the iPhone's built-in camera app to shame.
Photo: Moment

Shooting DSLR-quality time-lapses on your iPhone just got a lot easier thanks to a huge update to the fantastic Pro Camera app made by smartphone lens attachment company Moment.

Pro Camera 4.0’s bevy of new features gives you more detailed control for shooting video time-lapses than pretty much any other camera app we’ve seen. All you need is a tripod for your iPhone (or something to prop it up on) while the app does the heavy lifting. Photogs can now pick the intervals, number of shots, type of blur and length, unlocking a ton of creative possibilities.

Shot on iPhone video takes stunning 5-hour tour through Russia’s State Hermitage museum


Latest Shot on iPhone video is a stunning 5-hour tour through Russia's State Hermitage museum
Apple's latest Shot on iPhone video is jaw-dropping.
Photo: Apple

Apple’s “game-changing” Shot on iPhone ad campaign typically ranges from a single image to a short film such as Lady Gaga’s latest music video. Things have certainly ramped up for the latest installment, however.

In Apple’s newest Shot on iPhone video, debuted Monday, it depicts a beautifully filmed after-hours tour through the iconic State Hermitage museum in St. Petersburg, Russia. Total running time? Five hours, 19 minutes, and 28 seconds. This includes more than 45 galleries and even a live ballet sequence.

You can check it out below. (There’s also a 90-second teaser if you happen not to have five hours to watch the whole thing.)