Apple is once again putting the iPhone at the centre of a major music video, this time with K-pop star ROSÉ.
The latest addition to the long-running ‘Shot on iPhone’ campaign features ROSÉ in a new video for ‘new trick,’ her first solo release since 2024. The project was filmed using the ‘iPhone 18 Pro’, with director Dave Meyers behind the camera.
Apple has also released a behind-the-scenes film showing how the video was made. It gives viewers a look at the production setup, including professional rigs, stabilisation equipment and other filmmaking gear used alongside the phone. So while the iPhone is the star of the campaign, the production itself is far from a simple phone-and-tripod shoot.
According to Apple, the 48MP main camera’s new variable aperture was particularly useful for the project, helping with low-light scenes and allowing the filmmakers to create a shallower, more cinematic depth of field.
Visually, the video takes ROSÉ in a slightly rougher direction, with a pop-punk-inspired style that fits the track. Meyers, known for working with artists including Kendrick Lamar, Travis Scott and BLACKPINK, directs the film as anticipation grows around ROSÉ’s second solo album.
The campaign is another chapter in Apple’s nearly decade-old Shot on iPhone series. What began in 2015 with photographs submitted by everyday iPhone users has grown into a major advertising platform featuring filmmakers, photographers, athletes and musicians.
Apple has increasingly used music videos and short films to show off its cameras. Recent projects have included ‘Glad I Met You,’ a 10-minute film directed by Bai Xue, alongside music collaborations involving artists such as The Weeknd, Dua Lipa and Olivia Rodrigo.
ROSÉ brings a particularly large audience to the campaign. With more than 81 million followers and a global fanbase built through both BLACKPINK and her solo career, she gives Apple a way to position the iPhone not just as a camera, but as part of contemporary pop culture.
That has become a key part of Shot on iPhone. The campaign isn’t simply about showing that an iPhone can record professional-looking footage. By putting major artists and filmmakers behind the device, Apple is turning camera features into entertainment that people actually want to watch.
