Apple VP Talks ‘Shot on iPhone’ Challenge, How the Company Views Photography

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Apple says the “Shot on iPhone” macro challenge is proof that the “true potential of our products is fully realized” when users get their hands on them.

The iPhone maker announced the 10 winners of its macro-focused “Shot on iPhone” challenge on Wednesday. Shortly after, YouTuber and photographer Tyler Stalman sat down with Apple VP iPhone Marketing Kaiann Drance to discuss the challenge and the winners.

“One of the things we believe at Apple is that the true potential of our products is fully realized when it comes into the hands of our users,” she said. “This challenge in particular shows that beautifully, because we have people from all kinds of different backgrounds.”

For example, Drance noted that macro photography has long been a technique mainly used by professionals and has long required special equipment.

“And now, on the iPhone 13 Pro, this new macro capability is that you can just bring the camera up close and automatically get into that really stunning sharp focus to be able to take such tremendous detail and really lighten something ordinary into something extraordinary,” she said.

The Apple executive also spoke about the fact that despite the iPhone being equipped with powerful and capable cameras, it is incredibly easy for both new and experienced photographers to use.

“We wanted to make it really easy,” she says. “So you didn’t need to understand the history of cinematic video, or you didn’t need to understand what it means to have bokeh and how to take a portrait shot. But you can just go to your phone and start experimenting and playing with it — and just take pictures.”

In addition, Drance shared other tidbits about iPhone photography, including how Apple places a high priority on balancing its engineering and technology with the human element. In the case of the iPhone, images and graphics look like this to the human eye.

“We still sit down and look at thousands of images looking with our eyes,” Drance said. “And using that to not only balance the technology, but like, ‘Hey, is this going to be a photo and a memory you want to keep?'”

Stalman also spoke to several winners of the macro challenge, including Trevor Collins, Ashley Lee, Guido Cassanelli, Abhik Mondal and Daniel Olah. Most of them shared details about their specific techniques, or how they took their winning photos.

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