Ah, another year and another iPhone launch.
On 9 September, the Apple iPhone 16 (and other Apple products like the Apple Watch Series 10, and software updates) was launched at a special ‘glowtime’ event and, according to Apple, the iPhone 16 Pro has some pretty nifty features including having the distinction of being the first iPhone built for Apple Intelligence, boasting the thinnest borders of any iPhone for an even bigger display, and a huge upgrade when it comes to battery life. They even introduced a new color for the iPhone 16 Pro Max called “Desert Titanium” which sold out just 3 minutes after the launch!
Yes. All this is quite impressive but it looks like Apple isn’t putting all their faith in some extremely techy iPhone 16 Pro features that we’ve all come to expect at this point in the game. They’re actually focusing on something that’s far more appealing to the masses: filmmaking.
That’s right. The iPhone 16 Pro camera features are getting a facelift with the device’s slo-mo 4K resolution setting at 120 frames per second (FPS). To prove just how budding filmmaking enthusiasts—or even professional filmmakers—can use their latest device to create compelling videos, Apple took a route that not a lot of people saw coming.
Instead of shooting a generic video to showcase the quality of the iPhone 16 Pro features, Apple went one step further.
They got a Grammy Award-winning artist to shoot a music video
At the Apple Live event where the iPhone 16 was launched, the mobile juggernaut released a 60-second clip of The Weeknd’s new music video, “Dancing in the Flames”, which was entirely shot using the iPhone 16 Pro. The artwork for the album was also shot on the device.
While the move is something that many didn’t expect, especially with an artist such as The Weeknd, the marketing moves that both parties were banking on need to be highlighted. So, let’s get to that right now.
The iPhone 16 Pro: What’s in it for The Weeknd?
Quite a lot actually. We’re in a time where technology has a hand in everything! So it isn’t a shock that the music industry is making some bold moves to stay ahead of the times. With his popularity surging among Millenials and Gen Z, it’s fairly obvious that he’s tapping into these growing cultural trends to match his fans’ enthusiasm for all things tech.
But first, here’s the video:
First off, it’s all about visual storytelling
The iPhone 16 Pro camera features are the perfect complement for filmmakers who want to improve their storytelling in a music video. High-quality visuals—which the iPhone 16 Pro provides—add a whole new dimension to the song and make an impact that instantly makes it unforgettable.
Audience engagement
Behind-the-scenes footage is something that a lot of fans love to see and with a new device like the iPhone 16 Pro, the filming process is sure to intrigue more than just a few fans. It’s content that can easily be shared on platforms like TikTok, YouTube, and Instagram, that creates a surge of interest for the official release.
It’s also incredibly affordable
You don’t need to be an insider to know that making a music video isn’t cheap. From production staff to equipment, and even studio time, the investment can be quite huge. This choice is something that could even end up resonating with amateur artists who don’t have big record-label budgets behind them. Now, we know what you’re thinking. The Weeknd has a big budget, but this could be a way for him to position himself as something who advocates creativity over expense and inspires others trying to break into the industry with his trailblazing efforts.
But let’s not forget Apple, since they stand to gain the most out of this collaboration
While The Weeknd’s strategy is to elevate his status as a trailblazer in the music industry, Apple wants to shine a spotlight on the professional filmmaking capabilities of the iPhone 16 Pro. Here’s what you as a marketer can learn from this collab.
Leverage product features creatively
The Weeknd’s use of the iPhone 16 Pro shows just how the iPhone’s features can be used to produce a high-quality outcome in a very non-traditional way. For years, Apple has presented its camera capabilities in a way that puts it ahead of its competitors, but now they’re taking it a step further and making the device into something that professional filmmakers or directors can use.
The lesson? Marketers don’t need to stick to the same way of showcasing a product. Instead, they can reveal something unexpected and innovative that can engage audiences into experiencing something new.
Show, don’t just tell
Instead of just promoting the technical specs of the iPhone 16 Pro, Apple and The Weeknd used the device to create an actual music video and show them what videos shot using the iPhone 16 Pro features can look like. It allows consumers to see the product in action and makes it much more relatable and convincing. Plus, it doesn’t hurt that one of the biggest artists on the planet is using it!
Marketers, this is your queue to start demonstrating your products and services being used in real-world applications. Don’t just come up with a savvy slogan or some techy claims and call it a day. Show how your product works in real life. This is the age of TikTok after all where the biggest viral videos for brands are the ones that can be demonstrated instead of just adding a few nicely worded bullet points.
Appeal to niche (and mass) audiences
Everybody wants an audience that just keeps on growing. So when a product like the iPhone 16 Pro comes along and appeals to fans who care about the music and the ones who care about the technology, it’s kind of a double whammy.
You get to create campaigns that appeal to multiple audiences without taking anything away from your core message. That’s again something that marketers need to consider when putting marketing strategies together. You may have intended your product or service to be used by a demographic but you can find a completely different group of people using it for something entirely different.
Think of bubble wrap for example. We bet you didn’t know that when it was first invented it was marketed as wallpaper, but today it’s anything but that and is used worldwide. The famous frisbee was meant to be a pie container instead of a flying disk thrown around in the park or on the beach!
So, the lesson here is to think outside the box. Don’t limit your audience or your product’s capabilities. Make the most of the product you have and get in front of as many people as possible highlighting the specific specs or features that might interest them. You could be surprised with the outcome.
The iPhone 16 Pro features—amplified by real-world applications with a little help from a global superstar
A strategy that doesn’t just creatively use the product but also shows off some impressive features and real-world applications for niche and mass audiences. Isn’t that something you’d like to associate with your next marketing strategy?
Well, if Apple’s strategy in highlighting the iPhone 16 Pro features is something to go by, then maybe you’ve just figured out something new that you could use to plump up your strategy and make some moves that could appeal to a lot more people than you thought you could.
FAQs
Why is social media important in digital marketing?
Social media allows you to connect with your audience directly, share engaging content, and build a community around your brand, ultimately driving more traffic and conversions.
Can digital marketing help improve brand loyalty?
Yes, digital marketing helps foster relationships with your audience through personalized communication, consistent engagement, and valuable content, resulting in stronger brand loyalty and repeat customers.
How do paid ads increase audience engagement?
Paid ads, like Google or social media ads, allow you to target specific demographics and interests, reaching people who are more likely to engage with your products or services, and increasing traffic and leads.