Rosé is preparing to release "New trick", a new solo product after the album "Rosie". Besides music, the MV attracts attention when directed entirely by Dave Meyers using iPhone 18 Pro, within the framework of the "Shot on iPhone" campaign.
But Rosé is not the first star chosen by Apple for this promotion method.
In 2019, Selena Gomez released the MV "Lose you to love me" which was filmed entirely on iPhone 11 Pro. The video uses black and white images, focusing on close-ups of the female singer's face. Apple then also posted content from the MV on its channel.
A year later, Lady Gaga raised the production scale to a different level with "Stupid love". The MV has choreography, many actors and a fantasy setting, but the entire image is recorded with iPhone 11 Pro. The production process still uses professional support equipment such as image stabilization systems and other filmmaking tools.
In 2023, Olivia Rodrigo collaborated with Apple in the MV "Get him back!". The product was filmed with iPhone 15 Pro, exploiting features such as 4K ProRes recording and device zoom capability.
A year later, The Weeknd continued to appear in the campaign with "Dancing in the Flames". The MV was made with iPhone 16 Pro and became one of the contents Apple used to introduce the video recording capabilities of this generation of phones.
Rosé is therefore the next link in the strategy that Apple has maintained through many generations of iPhones.
A noteworthy common point is that the company not only puts camera parameters into advertising but also puts the device into the production process of a practical mass cultural product. Instead of saying how professionally the phone can record images, the MVs of stars become visual evidence of that ability.
Artist selection also helps technology products reach a huge number of fans outside the group of customers interested in the device.
In the opposite direction, the artist has another media story for his music product. "New trick" is not only noticed because this is Rosé's comeback but also associated with the new generation iPhone and Apple's global campaign.
However, "reversing entirely on iPhone" does not mean that a phone can replace the entire professional production system. Projects still have directors, lighting, supporting equipment, post-production and a professional team behind them. Lady Gaga's "Stupid love" once used additional professional tools during filming.
The change lies in the role of the phone in the image production process.
From Selena Gomez, Lady Gaga to Olivia Rodrigo, The Weeknd and now Rosé, Apple is turning star MVs into places to test and demonstrate the camera capabilities of each generation of iPhones.
There, a MV simultaneously performs two tasks: promoting songs for artists and promoting technology for the brand.
