Apple this afternoon shared a new video in its ongoing "Shot on iPhone XS" series, this time focusing on the Maldives Shark Research Programme, a charity focused on whale shark research and community-focused conservation efforts.
The eight minute long video features underwater shots of whale sharks and the researchers that are studying them, as well as providing insights into how researchers use Apple products to further their conservation goals.
In addition to showing off the iPhone, the MacBook Pro and iPad also make an appearance.
While the video was captured entirely on the iPhone, Apple says that some additional equipment was used, including the Freefly Movi Cinema Robot, the FiLMiC Pro App, the AxisGO Water Housing, and a Beastgrip.
Apple has shared many "Shot on iPhone" videos and photos over the course of the last several years, including one in the same vein that was recently captured in Cuba.
Apple should really stop this “Shot on iPhone” campaign. With three Huawei phones and one Samsung possessing better DXOMark scores than iPhone XS Max, especially the two extreme cases (night shot, large zoom) making Huawei P30 Pro look so much more outstanding, educating customers to pay attention to the photo/video capabilities only helps with other brands (Huawei and Samsung). Not to mention the money spent on these ads.
Apple should focus on Apple’s strengths that Android phones can never compete with.
Your statement makes ZERO sense. The image quality of these videos is absolutely exceptional. iPhone is the standard by which all other smartphone cameras are measured. Most are worse, a few are better in a few categories, but they are still compared with iPhone. And iPhone delivers incredible quality. There are more iPhones in people’s hands than any phone in the world, which means that more people have amazing cameras in their pocket than ever before. Apple is trying to make filmmaking a lifestyle. Regardless of your esoteric opinions about DXOMark scores, hundreds of millions of people look to iPhones to create memories and even art at a level never seen before.
Only someone who doesn’t understand brand marketing would suggest that Apple’s “Shot On iPhone” campaign does anything for Huawei and Samsung, that consumers know or care about DXO scores, and that Apple should abandon the campaign. Quite the opposite: it’s working extremely well and they should continue it. There is still no camera with the the high camera quality of iPhone AND the simplicity and eco system of iPhone. Buying a crappier, harder to use phone with slightly better photo tech specs in a few areas is hardly a compelling reason for most people to switch.
You seem to write the same comment every time MacRumors posts a “Shot On iPhone” video. You can stop now.
First of all I am not arguing, but pointing the obvious, while you can achieve great footage, still as you say "the proper tool for the purpose" is NOT a phone.
You can watch a movie on a smartwatch, does it make the proper tool for the job? (At least to me NO, and "common sense" would tell yuo it is not the best way to watcha movie).
Second of all, chill out, it's a forum, people have opinions and may differ from yours, instead of "attacking" try to learn something new and see other prospective, then make up your OWN with the experience you gained, it is called growing up (something we can't achieve if we all agree 100% of the time).
I did not mean to rought your feathers, but apparently did, sorry about that.
Attacking? What? Sounds like you’re the one who needs to chill if you feel internet comments are “attacking” you. And yes, people have different opinion, just like how these people managed to properly shot an underwater movie using an iPhone with the proper tools and accessories for it. Yet you’re trying to dismiss them as if a phone should not be used. Talk about forcing your own opinions. :shrug: Before telling others to grow up, maybe check your own mindset first. Peace out.
Tuesday October 13, 2026 5:29 am PDT by Joe Rossignol
Apple has launched a new "Switch to Safari" marketing campaign that encourages Chrome users to switch to Safari as their web browser of choice on the Mac.
"Safari is a more powerful and private browser than Chrome," says Apple.
Apple has a new "Switch to Safari" page on its website that outlines more than 10 reasons that Chrome users should switch to Safari, including faster performance...
Tuesday October 27, 2026 4:20 pm PDT by Juli Clover
Apple today continued with its "True Apple Watch Story" series, featuring two more people who credit the Apple Watch with saving their lives.
In the first video, Morgan tells the story of how her Apple Watch woke her up with high heart rate alerts. She ended up having a kidney infection and was going into septic shock.
The second video features a man named Josh, who used the Apple...
Friday October 30, 2026 3:20 pm PDT by Joe Rossignol
In a memo shared with Apple Stores and Apple Authorized Service Providers this week, and later obtained by MacRumors, Apple provided technicians with guidance on how to diagnose and address the iPhone Duo's inner display cracking issue.
If a customer reports the issue, Apple advised technicians to inspect the iPhone Duo and repair or replace it in accordance with their standard procedures....
Top Rated Comments
I know, even apple doesn't trust the water resistance of the iPhone.
Only someone who doesn’t understand brand marketing would suggest that Apple’s “Shot On iPhone” campaign does anything for Huawei and Samsung, that consumers know or care about DXO scores, and that Apple should abandon the campaign. Quite the opposite: it’s working extremely well and they should continue it. There is still no camera with the the high camera quality of iPhone AND the simplicity and eco system of iPhone. Buying a crappier, harder to use phone with slightly better photo tech specs in a few areas is hardly a compelling reason for most people to switch.
You seem to write the same comment every time MacRumors posts a “Shot On iPhone” video. You can stop now.
And yes, people have different opinion, just like how these people managed to properly shot an underwater movie using an iPhone with the proper tools and accessories for it. Yet you’re trying to dismiss them as if a phone should not be used. Talk about forcing your own opinions. :shrug: Before telling others to grow up, maybe check your own mindset first. Peace out.