In what seemed to be a mutual marketing tactic, Apple and Burberry announced in September last year that it would use the then-unreleased iPhone 5S to cover the Burberry Spring/Summer 2014 fashion show.
It was a hit. But for some reason, Apple never showed any footage from the event.
Today, Apple is officially launching a video of the runway show on YouTube. The 30-minute commercial was also recently posted on Apple's iPhone 5S landing page. The video, entitled "Apple - On the runway with iPhone 5S," showcases the complex camera gears used to cover the show, as well as behind-the-scenes clips of Burberry's beautiful models doing selfies.
Around 14 iPhone 5S units were used for the event. Donning different colors of black, white, and champagne, the iPhones were attached to moving overhead camera mounts and specialized tripods. The operators were also shown using different filters and effects.
One noticeable feature that was used is the iPhone 5S' 120-frames-per-second slow motion capability that captured surreal stills of leaves falling from the sky.
As noted by Luigi Lugmayr in our previous post, the operators had to use professional mounting and lighting tools to attain great results. The iPhone 5S alone, for example, couldn't produce those shots without the help of mounts.
Still, there's no question that the iPhone 5S has an impressive camera.
As a side note, Apple has hired Burberry CEO Angela Ahrendts to serve as the company's President of Retail and Online Stores. According to Tim Cook, Ahrendts will oversee the strategic direction, expansion, and operation of Apple's online and retail stores.
For Ahrendts, it all boils down to one thing: customer experience.