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The heuristic Apple uses for switching lenses is reminiscent of a street lamp that flickers on and off at dusk. How do they get away with marketing a device as

The heuristic Apple uses for switching lenses is reminiscent of a street lamp that flickers on and off at dusk. How do they get away with marketing a device as professional that requires a 3rd party app to work?

sneak 3y ago
Lots of consumer devices “get away with” marketing themselves as “professional” when they’re just stylish toys. The iPhone 15 Pro cameras are fantastic, but professionals shoot with real cameras, despite what Apple’s marketing says. (Professional vloggers/vertical video tiktokers notwithstanding.)
- IndySun 3y ago
  Yes, true. I believe that's why Apple call them "Pro" and not professional. In marketing, apple-speak, and irl, there's a world of difference.
- musictubes 3y ago
  Did you see the Scary Fast event from Apple? It was shot on iPhone 15 pro max and looks great. They even did a behind the scenes video showing how they did it. Yes, Apple did that as a marketing tool. But the fact that they were able to use the phone instead of the usual Arri/Blackmagic etc. does show that “pros” can make great looking products with it. Plus, I like the fact that Apple is dogfooding high end camera use. The more internal feedback they get the better. We’ll see if they keep using iPhones in their videos going forward.
  - MBCook 3y ago
    Agreed. For photos instead of video you can find tons of amazing pictures that people took on iPhone pros. People take the picture in raw and then process it themselves like they would if it was from a DSLR and they come out incredible. Yeah the stock camera app meant to be point-and-shoot doesn’t re-create the same results as a professional spending a bunch of time in Photoshop, but what do you expect? Apple does a pretty good job of making very good photos under incredible constraints of tiny sensors, possibly low light, and every other condition that someone might whip their phone out in.
  - sneak 3y ago
    It was shot on an iPhone 15 Pro Max with professional lighting and sound, and then meticulously polished in postproduction as an ad for the iPhone’s camera. I’ve shot log prores on my 15PM last month too; I knew what it can do even before their stunt. If you’re already using this workflow, however, there’s little reason to use an iPhone, given the fact that you already own lenses and sensors that take much better images. Phones don’t have good lenses in them because of space constraints, and the sensors are small. It was a stunt, like a race driver taking a stock Civic around a track. Yes, it’s possible. No, no working professional does that for real. (MKBHD tried it as a test for the Rivian/Amazon electric cargo van review video he made. That’s a much more real-world test than the Apple event—and it shows. The quality is surprisingly good for a phone but it’s still not anywhere near “professional” level.) The “pro” on AirPods and iPhones (and 32GB MacBooks) is just branding.
jackvalentine 3y ago
Apps in the App Store are basically part of the value proposition of the phones. I don’t see them as contradictory at all.
cpuguy83 3y ago
You turn the feature off... The defaults are for normies.
- deckar01 3y ago
  There doesn’t seem to be a feature toggle for locking cameras in picture mode like there is for video. But now that I am fiddling with it, the icon that pops up to indicate auto-macro can be tapped to disable it… I find it bizarre that 1x macro cropping is coupled to auto-camera selection.

sneak 3y ago

Lots of consumer devices “get away with” marketing themselves as “professional” when they’re just stylish toys. The iPhone 15 Pro cameras are fantastic, but professionals shoot with real cameras, despite what Apple’s marketing says. (Professional vloggers/vertical video tiktokers notwithstanding.)

IndySun 3y ago
Yes, true. I believe that's why Apple call them "Pro" and not professional. In marketing, apple-speak, and irl, there's a world of difference.
musictubes 3y ago
Did you see the Scary Fast event from Apple? It was shot on iPhone 15 pro max and looks great. They even did a behind the scenes video showing how they did it. Yes, Apple did that as a marketing tool. But the fact that they were able to use the phone instead of the usual Arri/Blackmagic etc. does show that “pros” can make great looking products with it. Plus, I like the fact that Apple is dogfooding high end camera use. The more internal feedback they get the better. We’ll see if they keep using iPhones in their videos going forward.
- MBCook 3y ago
  Agreed. For photos instead of video you can find tons of amazing pictures that people took on iPhone pros. People take the picture in raw and then process it themselves like they would if it was from a DSLR and they come out incredible. Yeah the stock camera app meant to be point-and-shoot doesn’t re-create the same results as a professional spending a bunch of time in Photoshop, but what do you expect? Apple does a pretty good job of making very good photos under incredible constraints of tiny sensors, possibly low light, and every other condition that someone might whip their phone out in.
- sneak 3y ago
  It was shot on an iPhone 15 Pro Max with professional lighting and sound, and then meticulously polished in postproduction as an ad for the iPhone’s camera. I’ve shot log prores on my 15PM last month too; I knew what it can do even before their stunt. If you’re already using this workflow, however, there’s little reason to use an iPhone, given the fact that you already own lenses and sensors that take much better images. Phones don’t have good lenses in them because of space constraints, and the sensors are small. It was a stunt, like a race driver taking a stock Civic around a track. Yes, it’s possible. No, no working professional does that for real. (MKBHD tried it as a test for the Rivian/Amazon electric cargo van review video he made. That’s a much more real-world test than the Apple event—and it shows. The quality is surprisingly good for a phone but it’s still not anywhere near “professional” level.) The “pro” on AirPods and iPhones (and 32GB MacBooks) is just branding.

jackvalentine 3y ago

Apps in the App Store are basically part of the value proposition of the phones. I don’t see them as contradictory at all.

cpuguy83 3y ago

You turn the feature off... The defaults are for normies.

deckar01 3y ago
There doesn’t seem to be a feature toggle for locking cameras in picture mode like there is for video. But now that I am fiddling with it, the icon that pops up to indicate auto-macro can be tapped to disable it… I find it bizarre that 1x macro cropping is coupled to auto-camera selection.