The music industry and the technology sector have converged once again in a high-profile collaboration as global superstar Rosé, formerly of the internationally acclaimed group BLACKPINK, has premiered the music video for her latest single, "new trick." The release serves as the official debut of the iPhone 18 Pro’s cinematography capabilities, marking the first time a major-label music video has been filmed exclusively on Apple’s latest flagship smartphone. Directed by the legendary filmmaker Dave Meyers—whose portfolio includes visual landmarks for Taylor Swift, Ariana Grande, Sabrina Carpenter, and Lady Gaga—the project is the latest cornerstone of Apple’s long-standing "Shot on iPhone" campaign, designed to push the boundaries of mobile videography.
The Production Genesis: From Met Gala to Electric Lady Studios
The creative journey behind "new trick" began in the high-pressure, high-fashion environment of the Met Gala. Following her appearance at the event, Rosé collaborated with celebrated songwriter Amy Allen in New York City. The duo sought to capture a shift in musical direction, moving away from the more introspective, ballad-heavy sound of her previous solo album, rosie. The result is a vibrant, upbeat pop-rock anthem that demands a visual aesthetic to match its energetic tempo.
Recording sessions were held at the historic Electric Lady Studios in Greenwich Village, a legendary space that provided the creative backdrop for the track’s development. This departure in sound suggests a deliberate pivot for the artist as she prepares for her sophomore studio project, tentatively titled RS2, which is currently slated for a 2027 release. "new trick" is positioned as a standalone promotional single, functioning as a bridge between her established identity and the experimental soundscapes she intends to explore in her next major studio effort.
Technological Marvels: The Hardware Behind the Lens
The music video serves as a live-action stress test for the iPhone 18 Pro’s hardware suite. The production team utilized the device’s 48 MP Fusion camera, which features a new variable aperture system—a significant upgrade over previous generations that allows for greater control over depth of field and light intake. This hardware is powered by the 2-nanometer A20 Pro chip, a processing powerhouse that handles the intensive computational requirements of high-bitrate video capture and real-time color grading.
Industry analysts have noted that the use of a consumer-grade smartphone for a professional music video production signals a maturing of mobile imaging. By utilizing the iPhone 18 Pro’s advanced sensors, Dave Meyers was able to achieve cinematic depth and dynamic range that were previously exclusive to heavy-duty, cinema-grade camera rigs. The A20 Pro chip’s neural engine, in particular, was vital in maintaining image stability and color accuracy during the fast-paced, high-motion sequences that define the "new trick" aesthetic.
Chronology of the Apple-Artist Partnership
Apple’s strategy of leveraging global icons to validate its mobile hardware has evolved significantly over the past decade. The following timeline highlights the progression of these high-profile collaborations:
- 2015: Apple launches the "Shot on iPhone" campaign, initially focusing on user-generated photography to highlight the iPhone 6’s camera improvements.
- 2018–2020: The campaign shifts toward short films and professional-grade music videos, collaborating with independent filmmakers to showcase the capabilities of the iPhone 11 and 12 Pro series.
- 2023: Apple begins a more aggressive push into professional creative tools, emphasizing ProRes video recording and Log encoding on the iPhone 15 Pro.
- 2026 (September): Apple unveils the iPhone 18 Pro and Pro Max, featuring a smaller Dynamic Island, enhanced battery density, and the 2nm A20 Pro chip.
- 2026 (Late September): Rosé premieres "new trick," the first music video captured entirely on the iPhone 18 Pro, setting a new benchmark for mobile-shot commercial media.
Market Reception and Technical Observations
While the artistic reception of the video has been overwhelmingly positive, the launch of the iPhone 18 Pro itself has been met with a nuanced market response. Tech reviewers, including notable figures like Dave2D, have conducted early benchmarks on the device. While the A20 Pro chip shows significant gains in processing efficiency, external battery tests reveal only modest endurance improvements during high-intensity tasks like 4K video recording.
Furthermore, consumers have expressed concerns regarding the rising costs associated with device maintenance. Apple has confirmed that out-of-warranty battery replacement costs for the iPhone 18 series have increased across several key global markets. For potential buyers, this adds a layer of consideration to the premium pricing structure. In the United States, the iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max, which offers a larger display and extended battery capacity, starts at $1,299 for the 256GB base storage model.
Implications for the Future of Filmmaking
The collaboration between Rosé and Apple is more than a marketing exercise; it represents a democratizing force in professional production. By proving that a top-tier music video can be produced with a handheld device, Apple is effectively challenging the necessity of expensive, cumbersome production equipment for high-end content creation.
For independent filmmakers and aspiring artists, the "new trick" video serves as a proof-of-concept. It demonstrates that the limiting factor in visual storytelling is no longer hardware availability but the creative vision of the director and the talent of the performer. However, some industry experts warn that while the hardware is capable, the production still relies on significant post-production work, lighting rigs, and professional editing suites. The "Shot on iPhone" label, while accurate, often omits the professional lighting and staging required to make the footage look "cinematic."
Corporate Strategy and Brand Positioning
For Apple, the goal is clear: to solidify the iPhone’s status not just as a communication tool, but as a professional creative suite. By aligning with a K-pop icon like Rosé, Apple is tapping into a massive, global, and digitally native audience. The synergy between Rosé’s influence and the iPhone’s brand equity allows Apple to maintain its premium status even as the mobile hardware market becomes increasingly saturated.
As the industry looks toward 2027, the success of "new trick" will likely influence the marketing strategies for future iPhone iterations. If the video maintains its momentum, it could encourage more artists to bypass traditional, expensive film crews in favor of more agile, mobile-first production setups.
Conclusion
The premiere of the "new trick" music video marks a pivotal moment in the intersection of pop culture and mobile technology. Through the lens of the iPhone 18 Pro, Rosé has delivered a high-energy visual experience that highlights both her artistic evolution and the sophisticated engineering of Apple’s latest flagship. While questions regarding battery maintenance and premium pricing remain, the technical achievement of the video is undeniable. As the music industry continues to adapt to digital-first consumption habits, partnerships of this nature are likely to become the standard, further blurring the line between consumer electronics and professional-grade creative tools. Whether this signals a permanent shift in music video production or remains a successful, high-budget marketing campaign, the impact on how we perceive the capabilities of the devices in our pockets is profound.
