February 6, 2014
Apple has just posted a new video showcasing how the iPhone 5s was used in shooting the Spring/Summer 2014 runway show of Burberry. Titled "On the runway with iPhone 5s," the 30-second video is accompanied by the following description:
Burberry Spring/Summer 2014. An incredible collection. Shot with stunning clarity. On iPhone 5s.The runway show was held in London last Sept. 16, several days before the official release of the iPhone 5s. Accordingly, Burberry's fashion photographers were given early access to Apple's flagship handset, which, as shown in the video, they used with special camera rigs. If you can't see the video embedded above, please click here. The iPhone 5s is quite suited to the demands of fashion photography thanks in no small part to its advanced iSight camera. As Apple noted in its announcement of its collaboration with Burberry:
Using the all-new iSight camera on iPhone 5s, Burberry is shooting high quality photos and video for runway and beauty looks, product details, and backstage moments. The collaboration is reimagining how Burberry engages consumers, paving the way for significant changes in how they capture and share their content.Incidentally, a month after the runway show, Apple announced that it had hired Burberry CEO Angela Ahrendts to oversee its retail and online stores as an SVP and member of its executive team starting this spring.