Apple and Burberry have announced a partnership that will see Burberry using Apple’s new iPhone 5s to capture its Spring/Summer 2014 runway show.
The show, which takes place on September 16, will showcase the improved camera capabilities of the iPhone 5s as Burberry uses it to shoot photos and videos of the event.
“Apple® and Burberry today announced that iPhone® 5s is being used to capture and share beautiful photos and video before, during and after the Burberry runway show in London on Monday, September 16. Using the all-new iSight® camera on iPhone 5s, Burberry is shooting high quality photos and video for runway and beauty looks, product details, and backstage moments. The collaboration is reimagining how Burberry engages consumers, paving the way for significant changes in how they capture and share their content.”
Apple’s iPhone 5s camera offers multiple improvements over the iPhone 5 camera, including an increased sensor size and an f/2.2 aperture, both of which provide a 33 percent increase in light sensitivity for clearer shots, especially in low-light conditions. The phone includes a “True Tone” dual-LED flash, built-in image stabilization, and new camera modes.
Teaser video shot with iPhone 5s
Burberry will begin showcasing photos and videos on its social media channels and its website beginning today. Apple’s iPhone 5s, which will not be available for pre-order but can be purchased from Apple and other third-party retailers on September 20.