The global music and technology sectors have converged in a landmark demonstration of mobile cinematography as K-pop superstar Rosé, formerly of the internationally acclaimed group BLACKPINK, released the official music video for her latest single, "new trick." Directed by the visionary filmmaker Dave Meyers—known for his extensive work with icons like Taylor Swift, Ariana Grande, and Lady Gaga—the project marks the first high-profile commercial release captured exclusively using the newly unveiled iPhone 18 Pro. This collaboration serves as the latest iteration of Apple’s long-standing "Shot on iPhone" campaign, a strategic initiative designed to blur the lines between professional-grade cinema equipment and consumer-facing mobile hardware.
The Genesis of the Collaboration
The production of "new trick" is the culmination of a creative journey that began earlier this year in New York City. Following her high-profile appearance at the Met Gala, Rosé transitioned from the fashion circuit to the studio, collaborating with renowned songwriter Amy Allen. These sessions, held at the historic Electric Lady Studios, signaled a shift in the singer’s creative trajectory. Moving away from the introspective and melancholic sonic palette of her previous solo album, rosie, the new track embraces an upbeat, high-energy pop-rock aesthetic.
The decision to film the accompanying music video on the iPhone 18 Pro was not merely a promotional gimmick, but a calculated technical challenge. By engaging a director of Dave Meyers’ stature, Apple sought to prove that the device’s internal imaging stack could withstand the rigors of professional color grading, dynamic lighting transitions, and fast-paced visual storytelling.
Technical Specifications and Hardware Performance
At the heart of this production lies the technical capability of the iPhone 18 Pro’s revamped imaging system. The music video showcases the practical application of the device’s 48 MP Fusion camera, which features an advanced variable aperture—a significant leap for mobile photography, allowing directors to achieve shallow depth-of-field effects traditionally reserved for dedicated cinema lenses.
Beyond the optics, the production relied heavily on the processing power of the A20 Pro chip. Built on a cutting-edge 2-nanometer manufacturing process, the A20 Pro provides the computational overhead necessary for real-time image processing, high-frame-rate capture, and the heavy data throughput required for pro-res video workflows. The video serves as a stress test for these components, demonstrating that the device can manage complex lighting environments—ranging from the dim, moody interiors of a studio to the vibrant, high-contrast outdoor settings—without sacrificing detail or dynamic range.
A Chronology of the Project
The timeline of "new trick" reflects the rapid pace of modern pop culture production:
- May 2026: Rosé attends the Met Gala in New York City, sparking discussions regarding her next creative project.
- June 2026: Writing sessions begin at Electric Lady Studios with Amy Allen, establishing the pop-rock pivot.
- August 2026: Apple announces the iPhone 18 Pro, emphasizing its updated cinematography suite and the A20 Pro chip.
- September 2026: Official premiere of "new trick," marking the first instance of a global artist using the device for a lead single’s primary visual asset.
- 2027 (Projected): Release of Rosé’s sophomore studio album, tentatively titled RS2.
Market Reception and Consumer Implications
While the artistic reception of the video has been largely positive, the broader launch of the iPhone 18 Pro has encountered a complex landscape. Market analysts and early reviewers, such as Dave2D, have provided a nuanced assessment of the device. While benchmarks indicate that the A20 Pro chip delivers superior efficiency and performance, the physical reality of the device has raised questions regarding long-term ownership costs.
One point of contention among the consumer base is the increase in out-of-warranty battery replacement costs. Apple has adjusted its service pricing across multiple international territories, a move that has drawn scrutiny from tech advocates. Furthermore, while the battery life has seen modest improvements, reviewers note that the demands of high-end features—such as 4K video recording and intensive computational photography—continue to strain battery endurance during heavy workloads.
The device remains a premium offering, with the iPhone 18 Pro starting at $1,199 in the United States, while the iPhone 18 Pro Max carries a base price of $1,299 for the 256GB storage configuration. This pricing structure reinforces Apple’s positioning of the "Pro" line as a professional tool rather than a standard consumer handset.
The Evolution of the Shot on iPhone Campaign
Since its inception, the "Shot on iPhone" campaign has evolved from showcasing the capabilities of casual photography to highlighting high-end cinematography. By partnering with artists of Rosé’s caliber, Apple is attempting to democratize professional filmmaking. The implication for the industry is significant: as mobile devices approach parity with entry-level cinema cameras, the barrier to entry for aspiring filmmakers continues to lower.
However, industry experts caution that while the hardware is capable, the "cinematic" look of the "new trick" video is also a result of professional lighting, color grading, and post-production software. The collaboration serves to illustrate a hybrid future where the smartphone acts as the primary capture device, supplemented by traditional production techniques.
Strategic Impact on the Music Industry
For Rosé, the release of "new trick" functions as a standalone promotional bridge between her previous work and her upcoming sophomore album, RS2. By stepping away from the thematic constraints of her earlier record, she is effectively signaling a new era of her career to her global audience. The use of a high-profile tech partnership serves to amplify this transition, ensuring maximum visibility for the new track across both music streaming platforms and tech media outlets.
The decision to keep "new trick" as a standalone promotional single—separate from the RS2 tracklist—suggests a strategy focused on maximizing the immediate impact of the release. It allows the artist to experiment with sound and visual medium without the pressure of defining a full-length album’s narrative.
Broader Technological Context
The integration of the A20 Pro chip’s 2-nanometer architecture into the production process highlights the importance of silicon design in modern media. As pixels become more dense and data rates increase, the ability of a mobile chip to manage thermal dissipation and computational overhead becomes the limiting factor for creative output. The iPhone 18 Pro represents a hardware milestone, but it also reflects a shift in how Apple positions its silicon—not just as a tool for apps and gaming, but as an essential component for the creative professional.
Conclusion
The release of "new trick" is more than a music video; it is a sophisticated marketing instrument that ties together Apple’s hardware ambitions with the immense cultural influence of K-pop. By utilizing the iPhone 18 Pro to capture the vision of a director like Dave Meyers, Apple has successfully demonstrated the current ceiling of mobile cinematography. As consumers weigh the performance benefits against the higher maintenance costs and premium price points of the new hardware, the success of this project serves as a potent reminder of how technology and art continue to push each other forward in an increasingly digital world. Whether this will lead to a wholesale shift in professional music video production remains to be seen, but the precedent has been set, and the capabilities of the mobile device have been firmly established at the forefront of the industry.
