Apple Catches Everyone Offguard By Actually Using The Pro Features Of The iPhone. Confusion Ensues █

Jess Weatherbed writing at The Verge:

It’s a neat way to promote the recording quality of iPhone cameras, but it’s not like everyday folks can recreate these kinds of results at home unless they happen to own a shedload of ludicrously expensive equipment. The gear shown in the “Scary Fast” behind-the-scenes footage is fairly standard for big studio productions, but Apple’s implication with these so-called “shot on iPhone” promotions is that anyone can do it if only they buy the newest iPhone.

Jess can be as cynical as she wants but the simple truth is that nobody would’ve known the keynote was shot on an iPhone if Apple hadn’t told us so. It’s a testament to the iPhone that it’s so good and puts such powerful equipment in anyone’s hand that they can produce real, professional footage if they know how to properly use it just like any other professional level tool. Will the average user get the results Apple did with the keynote? Probably not but teven a pro wouldn’t get those results using it the way the average user would. The average person isn’t a professional and that was a pro level shoot. BUT they have the ability to if they choose to learn to use it that way and that is absolutely incredible.

I dabble in the streaming space where a lot of people think they need to spend insane amounts of money to make their stream or videos look good. They don’t. They do need a few things and the one thing any professional will tell you is more important than any piece of gear you can buy is lighting. You would be amazed at how much a relatively cheap key light or a home made one helps, yet it’s the last thing people think of.

For Apple, the “pro” moniker really means professional level. It’s not just a spec bump and a lazy up sell. Good on Apple for putting their money where their mouth is.

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