Apple’s Shot on iPhone franchise has found its newest muse in K-pop sensation ROSÉ, pairing the BLACKPINK star with the iPhone 18 Pro for a music video that doubles as a showcase of mobile filmmaking. The film accompanies “new trick,” ROSÉ’s first solo single since 2024, and arrives amid growing buzz around her upcoming second solo album.
Link1: https://youtu.be/1WLqGs7c_yA?si=oONYfRSZhT3MGmal
Link2: https://youtu.be/XLzx58UrwGs?si=62p4n8-8NO85v7R3
Directed by Dave Meyers – known for his work with Kendrick Lamar, Travis Scott and BLACKPINK – the video gives ROSÉ’s sound a gritty, pop-punk edge. Apple’s companion behind-the-scenes clip reveals the production toolkit: stabilisation rigs and professional gear working alongside the iPhone, a now-familiar Shot on iPhone formula that pairs consumer hardware with cinema-grade ambition. Apple credits the 18 Pro’s new variable aperture lens on its 48MP main camera for enabling richer low-light capture and a more cinematic depth of field.
Since launching in 2015 with crowd-submitted billboard photos, Shot on iPhone has grown into one of advertising’s most durable creative platforms, enlisting filmmakers, athletes and musicians – including The Weeknd, Dua Lipa and Olivia Rodrigo – to blur the line between product marketing and entertainment. Earlier this year, the campaign took a narrative turn with “Glad I Met You,” Bai Xue’s 10-minute short about a woman and a stray dog she befriends over the holidays.
ROSÉ’s addition brings serious cultural weight: over 81 million followers, the highest-charting album by a female K-pop soloist, and the first Billboard Hot 100 top-10 entry by a female K-pop artist. For Apple, it’s less about proving what the iPhone can shoot – and more about who’s willing to shoot it.
