Apple goes full Hollywood to promote iPhone 13 lineup

Brand plays up new phone's camera capabilities in ads following its 'California Streaming' event

Published On
Sep 14, 2021

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As California voted today on the future of its political leadership, Apple celebrated the Golden State in latest "special event." Titled “California Streaming,” the presentation led by CEO Tim Cook opened with a sweeping, musical intro that captured the wonders of the state, from towering redwoods and palm trees, to cityscapes and foamy coastlines. The spectacle set the stage for the drop of the brand’s latest devices, including the Apple Watch, iPads and perhaps most notable, its newest series of phones.

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The brand’s iPhone 13 lineup boasts a faster processor, updated screens and expanded camera capabilities. The latter figures extensively in new ads Apple debuted today, including one helmed by Oscar-winning director Kathryn Bigelow.

Read: Apple launches iPhone 13 with camera, chip and screen upgrades

“Hollywood in Your Pocket,” created out of TBWA/Media/Arts Lab and produced out of Smuggler, illustrates the phone's big-screen-worthy offerings as it captures scenarios including a nail-biting escape scene, an outer space monster encounter, a wartime rescue and a Western face-off. The vignettes highlight the new iPhone 13 Pro’s camera features that allow the user to shift the focus from foreground to background (Cinematic Mode), expertly capture low-light scenes, shoot macro video and more.

A behind-the-scenes video digs into the features further.



The phone’s new camera is also the star of another Hollywood-style production spelling out all of its features.


Continuing the Hollywood theme, another film dedicated to the phone’s Cinematic Mode is a stylish whodunnit about a stolen painting.


Another ad dedicated to the iPhone 13 depicts the device as an “Everyday Hero” with the help of a delivery guy and his action-packed dropoffs.


The excitement of the new devices, however, may have been tempered by yesterday’s news of a critical spyware vulnerability on iPhones that prompted Apple to issue an urgent software update.