The members of BlackPink are well and truly everywhere at the moment, and each one seems to have landed her own collaboration with a major brand. A few hours ago, it was Lisa making headlines with PlayStation, unveiling a limited-edition DualSense designed with the singer. Now it's Rosé's turn to team up with Apple, which has just released its latest smartphone. The singer shot her new music video entirely on the new iPhone 18 Pro, racking up plenty of striking shots along the way. And Apple made sure everyone knew it, both in the promo and within the video itself, where several shots clearly display the words "Shot on iPhone 18 Pro". Better still, Apple deliberately left certain shots untouched, such as the one where you can spot the iPhone reflected in Rosé's sunglasses. It's hard to be more explicit about the fact that all of these images were captured on the new handset. Either way, the operation already seems to be paying off, since the video passed 36 million views in under 3 days after going live.
Shot on iPhone 18 Pro
Directed by Dave Meyers, Rosé's video is in fact part of the famous "Shot on iPhone" campaign that Apple has been running for years to showcase the photo and video capabilities of its smartphones. The idea, obviously, is to show that the iPhone 18 Pro can hold up under professional shooting conditions, and not just for capturing a few memories or knocking out videos for Instagram or TikTok. Apple knows this recipe inside out: back in 2020, Lady Gaga shot "Stupid Love" entirely on an iPhone 11 Pro, while Selena Gomez used the same model for "Lose You to Love Me" and "Look at Her Now". Apple then kept leaning on big names from music and cinema, and in 2022 Steven Spielberg directed the video for Marcus Mumford's "Cannibal", also shot entirely on an iPhone.
Danny Boyle made an entire film on an iPhone 15 Pro
But if you want one example that shows just how far Apple can push its video pitch, it's hard not to mention Danny Boyle. For 28 Years Later, released in 2025, the director made the iPhone 15 Pro Max the film's main camera. Worth remembering: the smartphone was used to shoot a genuine feature film with a budget estimated at between 60 and 75 million dollars. For better, but also for worse, because one of the film's major flaws is obviously its cinematography, and above all its image quality, which took a fair bit of flak. Because nothing will ever replace a proper cinema camera. And Nolan certainly isn't about to argue otherwise.
