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Apple Posts New 'On The Runway' Video Showcasing Burberry Fashion Show Shot on iPhone 5s

Apple has added a new video to its iPhone 5s marketing page showcasing footage shot at Burberry's Spring/Summer 2014 runway show back in September.

The thirty-second spot shows how the then-unreleased iPhone 5s was used to shoot video at the fashion show, including the elaborate camera rigs that were used. The song in the background is Soothing Me So by Victory.
On the runway with iPhone 5s

Burberry Spring/Summer 2014. An incredible collection. Shot with stunning clarity. On iPhone 5s.

Roughly a month after the fashion show was shot with the iPhone 5s, Apple announced the hiring of Burberry CEO Angela Ahrendts to run its retail and online stores. Ahrendts will join Apple in the spring and will continue in her role as Burberry CEO until then.

Top Rated Comments

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10 weeks ago

Gorgeous female asses in slow-motion - what more could a guy ask for?:D


No clothes.
Rating: 7 Positives
10 weeks ago
Shock news, pretty girls sell gizmos...

But at the end of the day, the video quality is nothing special and the lighting is very dull. Lots of super close ups to try and coax some sort of limited depth of field from the small sensor.
Rating: 6 Positives
10 weeks ago
The iPhone 5s camera quality is amazing! I can only imagine how future models will improve.
Rating: 4 Positives
10 weeks ago
Not again!
Rating: 4 Positives
10 weeks ago

The iPhone 5s: gorgeous women will walk right up to you in single fileā€¦ then turn around and leave. :apple:


gorgeous, curve-less, butt-less women.

you're not looking at much by watching them go...
Rating: 3 Positives
10 weeks ago
The iPhone 5s: gorgeous women will walk right up to you in single file… then turn around and leave. :apple:
Rating: 3 Positives
10 weeks ago
Would have been awesome to be a part of that. Especially at the time! I was surprised they didn't have the phones partially covered or something.
Rating: 3 Positives
10 weeks ago
Every single person who appears in this video or was any way involved in its creation, is a c*nt.
Rating: 1 Positives
10 weeks ago
I never knew this phone had a camera so you can record videos with it:eek:
Rating: 1 Positives
10 weeks ago
trust Apple to take this shot on the run-way...

now there just going overboard. we constantly are told by Apple every time we see an iOS ad, just how good the iPhone is.. why do hey need to show it as a "run-way shot"

The other video was a bit better.

Only Apple can do overboard with "sticking it in your face" by saying "We will prove to you how much better we are"

That just sickens me. Apple are constantly waning fame with video like this, and the run-way was just a coincidence. Its sure tells you that Apple is "more" glamorous phone...

I think there is a name for companies that care way too much about a product... the design, and the video shows all that in one, as though "we're good, and we know it."

Ya right :P I'd rather have choices thanks... Only liking one thing is soo single minded Apple warps users in with the hypnotic ads. The iPhones great and all, but i wouldn't go this far. Just like any other product. But Apple has a skill of pushing it past the barrier...

That's not for me... Its just a phone....not a diamond ring :P
Rating: 1 Positives

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