Like clockwork, Apple has released a new iPhone this fall – the iPhone 18. And with that comes a new ad campaign, starring ROSÉ, of Blackpink (and individual) fame. ROSÉ isn’t Asian American, but she is Asian and Apple’s commercial is being shown in America:
“A look at ROSÉ’S new music video for “new trick” shot entirely on iPhone 18 Pro. The new variable aperture lens on the 48MP main camera captured improved low-light footage and impressive depth of field to bring the music video to life.”
The commercial is essentially a music video shot entirely on the iPhone 18 Pro. It’s a win-win for ROSÉ and Apple. I know that ‘Left Handed Girl’ was shot entirely on an iPhone (iPhone 13 in fact) So was this entire series of Chinese New Year videos. I mean cameras on phones these days are so good that the need to have a separate video camera is not really necessarily quality wise for most use cases. Amazing to see how mainstream K-pop has become in the United States. BTS isn’t submitting their consideration for the Grammy’s new category in 2027: “Best Asian pop music performance.” The Internet has globalized music.
Here’s the entire music video if you’re interested:
I wonder where the music video was shot. I’m assuming in the United States, but I could be wrong. I wonder what it was like to be one of the background actors in the music video as well as other technical details of the shoot (length of the shoot, budget, etc.) and how much Apple paid ROSÉ.
