Apple Shares New 'Powder' Shot on iPhone Video

Apple has shared a new video in its ongoing "Shot on iPhone" series, showing off the photographic capabilities of the iPhone 11 Pro.

Shot in the British Columbia Interior, Canada, the video features past and present Winter X Games competitors snowboarding down slopes and valleys at Baldface Lodge.

Follow past and present Winter X Games snowboarding competitors Red Gerard, Danny Davis, Kimmy Fasani, and Ben Ferguson as they explore untouched powder in the backcountry of the British Columbia Interior at the legendary Baldface Lodge.

Apple has shared dozens of "Shot on ‌‌iPhone‌‌" photos and videos over the course of the last several years, updating the content with the launch of each new ‌‌iPhone‌‌ model.

Apple's ‌‌‌iPhone 11‌ Pro‌‌, which is used for the newest ad, features a triple-lens camera with the best wide-angle sensor Apple has released so far along with a telephoto lens and a super wide-angle lens for better landscape shots.

Top Rated Comments

Winni Avatar
11 months ago
Buy an iPhone, and your life will magically become exciting and all of your movies will effortlessly look like the ones in that professionally produced, acted and edited series (especially SNOWBRAWL).

Why can't I stand American corporate advertising anymore?
Score: 5 Votes (Like | Disagree)
Relentless Power Avatar
11 months ago


Buy an iPhone, and your life will magically become exciting and all of your movies will effortlessly look like the ones in that professionally produced, acted and edited series (especially SNOWBRAWL).

Lets dial down the exaggeration a bit. Sure, Apple is using marketing to a higher level, but Apple doesn’t expect every consumer who owns the latest iPhone to record in the context the way they do. They’re simply demonstrating the capabilities the iPhone has with the latest camera features of what it can produce for results.

[The snowbrawl video you’re referring to, specifically highlighted the various sun-lighting through the trees, slow-motion capture, etc. Again, it might have been choreographed with ‘actors’, but that’s the capabilities _that_ iPhone has.]
Score: 5 Votes (Like | Disagree)
citysnaps Avatar
11 months ago
Well done. A real shame some let negativity/cynicism trump and displace imagination/creativity in their lives.
Score: 4 Votes (Like | Disagree)
Ted13 Avatar
11 months ago


Because you’ve become totally cynical. Nothing has changed about advertising in that way. Why do you think ads have featured models, cowboys, athletes, and superheroes for decades? “Use our product and be like us!” The only thing that’s different today is an internet clearinghouse of comments like yours.

More to the point, if it was a Samsung, etc. ad from previous years, they would be using a $$$$$ Canon camera and lenses or at a minimum an iPhone. Here they are actually using an iPhone to promote an iPhone.

The other thing is - talented, zero budget up and coming film makers do exist, and they can use their existing a generation or two old iPhones to make a movie - which in the past they would have had to beg, borrow or steal $$$,$$$ in equipment and film to make it - now they can do it for literally nothing (a couple of hundred to buy Final Cut Pro software). The limiting factor is their talent, daring and imagination.

Example Tangerine which was entirely shot on an iPhone 5S:

https://www.rottentomatoes.com/m/tangerine_2015
Score: 3 Votes (Like | Disagree)
AppleHealth Avatar
11 months ago
Going to be honest.. the areal shots are great but everything up-close is very meh.

I’m not sure using snow is a good way to show the video quality. It needs to show colours and dynamic range.
Score: 2 Votes (Like | Disagree)
Kabeyun Avatar
11 months ago


Buy an iPhone, and your life will magically become exciting and all of your movies will effortlessly look like the ones in that professionally produced, acted and edited series (especially SNOWBRAWL).

Why can't I stand American corporate advertising anymore?

Because you’ve become totally cynical. Nothing has changed about advertising in that way. Why do you think ads have featured models, cowboys, athletes, and superheroes for decades? “Use our product and be like us!” The only thing that’s different today is an internet clearinghouse of comments like yours.
Score: 2 Votes (Like | Disagree)

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