Apple and ROSÉ launch new music video shot entirely on newly announced iPhone 18 Pro
Global superstar ROSÉ, the Grammy-nominated member of BLACKPINK, is set to premiere “new trick,” a new single and music video shot entirely on the newly announced iPhone 18 Pro in collaboration with Apple.
More than 30 iPhone 18 Pro were used across an ambitious range of setups, lighting conditions and environments. The film took advantage of the new 48MP Fusion Main camera with variable aperture, the most advanced camera Apple has ever made, bringing aperture control to iPhone for the first time.The team rigged iPhone to a drum kit, guitar and ROSÉ herself, capturing perspectives traditional cameras simply couldn’t reach.
Directed by Dave Meyers, whose credits include Kendrick Lamar, BLACKPINK and Travis Scott, the video brings a grungier, pop-punk edge to ROSÉ’s sound and style.
“The iPhone liberated us from the heavy, slow and technical aspects of traditional cameras,” said Meyers. “Because we wanted the video to feel looser, it became the perfect tool. We mounted it on as many things as time allowed. I’m not sure we could have achieved something like the drumstick mount with a traditional camera.”
Photographer Kenneth Cappello also documented the production with iPhone 18 Pro, capturing portraits of ROSÉ and the cast, and candid moments from the shoot.
The campaign rolls out across several moments:
• September 9, Mirror Selfie and Teaser: ROSÉ shares a mirror selfie carousel and teaser reel, becoming one of the first people in the world seen holding iPhone 18 Pro.
• September 15, Cinematic Mode Reel: A social short spotlights how Cinematic Mode was used throughout the production.
• September 17, Music Video: The full “new trick” music video premieres.
• September 18–19, Behind the Scenes: A reel and stills carousel take fans inside the making of the video.
• September 22, Out of Home: The campaign expands into out-of-home placements.
The collaboration continues Apple’s tradition of partnering with global artists to mark the arrival of a new iPhone, following Shot on iPhone videos with Olivia Rodrigo for iPhone 15 Pro, The Weeknd for iPhone 16 Pro and Dua Lipa for iPhone 17 Pro.
ROSÉ has 81.3 million followers and made history with her debut solo album, the highest-charting album by a female K-pop artist. She also became the first female K-pop soloist to reach the Top 10 of the Billboard Hot 100.
“new trick” is ROSÉ’s first solo release since 2024 and arrives ahead of her highly anticipated sophomore album.
The campaign will run across the United States, Germany, France, the United Kingdom, Japan, South Korea, Vietnam, the Philippines, Singapore, Thailand, India and Australia, spanning broadcast, social, digital and out of home.
Credits
Client: Apple
Agency: TBWA\Media Arts Lab
Production Company: Radical Media
Director: Dave Meyers
Director of Photography: Scott Cunningham
Editorial: Cabin Editorial
Finishing & Color: Company3
Sound: Racket Club
Music Editorial: Model Citizen