In the tech industry, the term “dogfooding” signifies the practice of using one’s own products to ensure they meet the standards set for users. Apple, a renowned pioneer in innovation, recently showcased this practice in a visually captivating manner during its “Scary Fast” pre-Halloween keynote event. This event marked the unveiling of a remarkable array of new M3 Macs, including the latest MacBook Pros and iMacs. What made this event truly remarkable was the revelation that the entire pre-recorded video was exclusively shot using the iPhone 15 Pro Max—a rather unexpected choice for a company with vast resources at its disposal for high-end production equipment.
What’s truly remarkable is that this fact wasn’t immediately evident to the viewers. From the captivating opening sequence featuring appearances by celebrities like Issa Rae to the more conventional shots highlighting Apple’s iconic spaceship campus, the video dazzles with its exceptional color rendering, well-crafted lighting, and overall visual excellence.
It’s worth noting that Apple didn’t rely solely on the iPhone for this video production. They integrated professional-grade lighting, audio equipment, and dolly systems to elevate the overall quality of the footage. Nonetheless, what resonates strongly here is the validation it provides for the prevailing sentiment among professional video creators that the iPhone can be a worthy replacement for specialized, high-end video equipment.
The iPhone 15 Pro series has taken this concept to new heights
and Apple’s decision to employ its own product in this context reinforces this notion more convincingly than any other demonstration could. It underscores the idea that Apple’s devices aren’t merely suited for everyday tasks; they excel in producing top-tier product marketing launch videos, effectively establishing a new industry standard.
Apple’s isn’t doing this with an iPhone just handheld without any additional gear:
There’s obviously pro lighting, audio and dolly equipment involved here. Regardless, it’s still amazing how much this backs up the claims of a lot of professional video creators these days, that the iPhone can increasingly replace even pro-level dedicated capture hardware. The iPhone 15 Pro line has really elevated the game even further, and Apple’s dogfooding in this instance proves that probably much more definitively than anything else they could do (Olivia Rodrigo), now that they’re in the business of creating some of the slickest product marketing launch videos in the business.
Read more (Gedget Review)
