Apple’s new ad shows using Cinematic mode and macro shots on iPhone 13 Pros

Apple’s new Shot on iPhone film about food culture in Singapore showcases Cinematic shooting mode and macro photography on the iPhone 13 Pro.

  • Apple has commissioned a new shot on iPhone 13 Pro film
  • It focuses on Cinematic mode and macro photography
  • Additional equipment was used in filming the video

Watch “Poached,” Apple’s new shot on iPhone 13 Pro video

The video is titled “Poached” and runs three minutes and nine seconds long. It’s basically an ad for Apple’s new Cinematic shooting mode and macro photography, both available on the iPhone 13 Pro and iPhone 13 Pro Max. The former uses machine learning to dynamically focus your shot on the subject. The latter uses a wide-angle camera for close-ups with a sharp focus as close as 2 centimeters. A making-of video is also available. Both videos were published on Apple’s YouTube account. Read: How to live stream to YouTube from iPhone, iPad and Mac

From the video’s description:

Big ambitions clash in tiny kitchens, all in the name of Singapore’s beloved hawker dish—chicken rice. Apple presents a documentary about hawker pride and conviction, set against the backdrop of the famous Maxwell Food Centre.

The original score used in the video is by Duncan [Apple Music link].

And here’s a making-of video accompanying “Poached.”

This really is a mini film in its own right, but don’t Apple’s marketing fool you because you won’t be able to create these results with your phone alone. Aside from the fact that Apple has tasked professionals with creating this video—such as the creator of “Chef’s Table” and director of “Jiro Dreams of Sushi”—but they also used additional equipment such as camera stabilizers and gimbals, lighting and so on.