The latest Shot on iPhone film turns ROSÉ’s ‘new trick’ into a showcase for the iPhone 18 Pro’s camera capabilities, blending music, pop culture and mobile filmmaking. Apple is giving its long-running Shot on iPhone platform another music-led chapter, this time putting K-pop star ROSÉ at the centre of a new film shot entirely using the iPhone 18 Pro.
The campaign revolves around “new trick”, ROSÉ’s first solo release since 2024. Directed by Dave Meyers, the music video takes a rougher, pop-punk-inspired visual approach while using Apple’s latest flagship smartphone as the primary camera. Apple’s accompanying campaign film also pulls back the curtain on the production, showing footage from the music video alongside glimpses of the equipment and filmmaking setup used to capture it. While the iPhone is at the centre of the production, the behind-the-scenes footage makes clear that the shoot also involved professional rigs, stabilisation equipment and other filmmaking tools. The approach reinforces the premise that a smartphone can sit at the centre of a production designed with cinematic ambitions.
According to Apple, the iPhone 18 Pro’s 48MP main camera with a new variable aperture lens helped the team capture low-light sequences and achieve greater control over cinematic depth of field. For Meyers, the project adds another music collaboration to a career that includes work with artists such as Kendrick Lamar, Travis Scott and BLACKPINK. The film also arrives ahead of anticipation around ROSÉ’s second solo album. The collaboration adds to the evolution of Shot on iPhone, which Apple launched in 2015. What began as a platform showcasing photographs captured by everyday users has grown into a broader creative property featuring filmmakers, photographers, athletes and musicians.
Apple has increasingly used the platform to move beyond straightforward product demonstrations. Earlier this year, the brand released Glad I Met You, a 10-minute Chinese New Year film directed by filmmaker Bai Xue and shot on iPhone. Music has remained another important part of the platform, with previous collaborations featuring artists including The Weeknd, Dua Lipa and Olivia Rodrigo. ROSÉ brings a particularly large global audience to the latest instalment. With more than 81 million followers, her reach extends well beyond K-pop, giving Apple an opportunity to place the iPhone’s camera technology within a wider pop-culture moment. With the ROSÉ collaboration, Apple once again turns Shot on iPhone into more than a camera demonstration, using a globally recognisable artist and a full-scale music production to show what its latest smartphone can create.
