Apple simply posted a brand new iPhone 12 Professional show demonstrating the system's cinematic efficiency

Since the introduction of the first iPhone in 2007, our relationship with cameras has changed.

Although people used to have to pay to develop photos from film (remember those days?) Or otherwise carry around bulky battery-powered digital cameras, most of us now have powerful camera phones right in our pockets.

To promote the launch of its newest device, the iPhone 12 Pro, Apple created a 68-second commercial titled "Make Movies Like Movies," which highlights the power of the phone's camera and its potential for content creation .

The new iPhone 12 Pro product line offers Apple's video in the highest quality and is equipped with functions for filming, editing, playback and Dolby Vision.

The concept of the ad is to demonstrate the capabilities of the phone and communicate that aspiring filmmakers no longer need a large amount of equipment to make a movie – they can record one on their phone.

The High Energy Spot features DIY filmmakers in a range of scenarios, from filming skateboarders to a high-speed car race.

Apple created the spot and was directed by Kim Gehrig of Somesuch Films with Linus Sandgren – Oscar winner for La La Land, First Man and American Hustle – as cameraman.

The TV and digital spot was set by composer Danny Elfman on an original score recorded with a live and socially distant orchestra in London's famous Abbey Road Studios. Elfman has created famous scores for movies and TV shows including Batman, Men in Black, Beetlejuice, and The Nightmare Before Christmas.

Earlier this year, Apple released the definitive ad on the challenges of working from home during the pandemic to promote its Apple at Work product suite.

The seven-minute comedy spot was a sequel to his popular 2019 spot "The Underdogs" and featured a team tasked with creating a new prototype, dubbed the ominous name Pandora & # 39; s Box, while working on a timeline had a reduced budget and litany of logistical problems.

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