Behind Apple’s new campaign: One Night on iPhone 7 – Apple (Jan 30, 2017)
It really feels like Apple is doubling down on the iPhone as camera marketing strategy – its recent ad “Take Mine” was very effective, and it’s been working with lots of publishers and independent photographers to showcase the iPhone 7’s photo-taking skills. It looks like it did a project back in November 2016 in which it invited lots of photographers to take pictures with the iPhone 7 on the same day, and then combined these into a campaign around its “Shot on iPhone” theme. The camera is definitely one of the standout points of the new iPhone (as I said both in my main review and my subsequent mini-review of Portrait Mode), so this is a smart strategy by Apple. But other device makers are producing really compelling cameras and camera features now too, with the Pixel also majoring on its camera among other things, and producing very good results in the process. Apple can’t just focus on the camera, and that’s why you’re seeing AirPods ads and ads starring other features too – it’s always been about the complete package with the iPhone, and that’s the argument Apple is making here: this is a phenomenal camera on a phone that also does lots more besides.
via Apple
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