iPhone 5s debuts on the runway


Apple has produced a 30-second commercial showing the iPhone 5s filming Burberry’s Spring/Summer range at London Fashion Week, which took place in September 2013 before the phone had been publicly released.

The advert features the high-end video capabilities of the new model, demonstrating smooth pan and tilt shots with the phone attached to complicated tripods and overhead camera mounts as well as slow-motion camera effects. It also showcases the use of different filters and lighting which can achieve interesting effects.

Burberry CEO Angela Ahrendts is set to fill the position of Senior Vice President of retail and online Apple stores later this year.

Another initiative by Apple to highlight the capabilities of its products was compiling an 88-second film using 70 hours of footage shot in one day, in various countries around the world. The result was a narrative put together by 21 editors, which shows different people around the world using Macintosh computers, in celebration of the brand’s 30-year-milestone.

Visit: http://www.youtube.com/watch?v=iKcBNbRSdyI to view the commercial.


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