Apple's latest 'Shot on iPhone' promo sells iPhone XS as pro photo tool

Running over 3 minutes, the promo concentrates on Anderson's working philosophy. He also extols the virtues of playing around with in-camera controls, which in the video includes the iOS 12 Camera app's filter and editing tools.

Simultaneously however he argues in favor of simplification and observation, rather than getting "bogged down" in "all the tools that may be available."

An unusual aspect of the video is that it's shot in a vertical format, normally heresy among videographers. That may suggest that Apple intends it to be viewed on phones first and foremost.

Apple's core ad partner, TBWA\Media Arts Lab, recently assigned new creative directors to iPhone and Services projects. It's not yet clear if the new iPhone director, Chuck Monn, was responsible for the Anderson promo.