Apple has just announced its new M3 family of chips, which will feature in its new 14 and 16-inch MacBook Pros as well as a new 24-inch iMac.
The chips are impressive. They are built on a 3nm process and have a new GPU technology called Dynamic Cachingwhich intelligently allocates memory in real-time.
But what's just as impressive is the fact that as the event ended, the words "Shot on iPhone" appeared on the screen. Yes, theevent was shot using theiPhone 15 Pro Max. I couldn't tell as I was watching it.
Of course, Apple didn't just take an iPhone 15 Pro Max, point at Tim Cook, holdup some lights, and press record. The entire production was much more complicated (and expensive) than that and you can see it in the behind-the-scenes video above.
As you can see, the production is extremely high-end and polished. This has led some to disparage Apple, suggesting that it's disingenuous for Apple to say that the event was shot on iPhone.
On the flip side, some are taking a more pragmatic view that this is no different from any other big-budget production. Even ultra-high-end cinema cameras need help to make their footage look good.
Both views are valid but because I'm an optimist and prefer to see the good in things, I'm inclined to side with the latter camp. Apple essentially did the same thing they would do in any big-budget production and swapped out high-end cameras that it would normally use for itsown iPhone 15 Pro Max.
And what's truly remarkable is that very few people could tell. That tells me two things about Apple: how capable the iPhone 15 Pro Max is as a "pro" tool, and how confident they are in their own product.
It also shows that cameras aren't all just about the hardware. Manipulating the environment and its light and other things such as framing and angles are just as, if not more important.
Source: Apple
Kenny Yeo/Associate Editor
Specifications are not everything. It’s what you do with what you have that matters.