iPhone 5S’ Camera Abilities Shown off in Photos and Video from Fashion Show


In conjunction with the iPhone 5S debut, Apple also announced that the phone — or more importantly, it’s camera — would be put to the test at luxury fashion house Burberry‘s London fashion show. And now that the show is over, the duo is sharing photos and videos taken with the phone to whet your appetite for the September 20th release.

Truth be told, the show is probably not the best indication of the ability of the iPhone’s new camera. That’s not to say the footage has been edited to look better (in fact, we have no idea whether or not any work was done in post), it’s just that the phones were hardly used in “real life” situations.

Here’s the full 15 minutes show so you can see for yourself:

The main difference between that footage and what most everyone else would be getting is the fact that every iPhone used was mounted to something, not to mention performing in a very well-lit scenario. According to Pocket-lint, fourteen phones were used in all: 9 on the runway, 3 on a rail cam that followed the models as they did their walk, and one on the ceiling.


That means no shaky photos or vertical videos like the ones we’ll probably start seeing from the general public once the phone makes its real debut.

Still, if the 15-minute show isn’t an entirely accurate depiction of the iPhone’s photographic prowess, Burberry released plenty of other samples. Here are a few Vine and Instagram videos the fashion house uploaded, including some showing off the slow-mo:

And here are a some sample shots uploaded to Burberry’s various social networks leading up to and during the show:









There are only a few more days left before the iPhone 5S makes it into consumers’ hands, at which point we’ll get a better idea of just how capable its camera really is. But until then, if you want to see more photos and video shot by Burberry with the 5S, head over to the company’s Twitter account by clicking here.

(via Fast Company)

Image credits: All photographs courtesy of Burberry

  • SaveTheWorldGetTheGirl

    How much does anyone want to bet that people will act like the 5S is the first phone to offer slow-mo video?

  • Tor Ivan Boine

    but 120fps in 720p is a first. my one x does, dunno, 90-120 fps, but its at 360p or lower.
    Moto x does 60fps at 720p

  • Marschal A. Fazio

    Hard to see the camera quality with the use of prisms, lace and muslin in front of the lens.

  • A_Lwin

    The Hero 3 does 720p 120fps, and it comes with an underwater housing.

  • Banan Tarr

    Glad Apple decided to do this. Makes me 100% certain I don’t want an iPhone 5S.

  • MJ Coffey

    however, the gopro is not a phone.

  • dudung10

    can it play angry birds doe?

  • James Schooling

    I’m not terribly impressed with this. Looks like a fashion show shot with a camera set on auto.

  • Tor Ivan Boine

    that doesnt make any sense ?

  • David Portass

    one word, awful

  • R O

    The Hero 3 isn’t a phone.

  • Banan Tarr

    It’s sleazy marketing at best when you tout the capability of a phone camera but hook it up to robotic devices that get the camera into location that nobody actually could if they were holding it with their hands (i.e. 99.99% of their market).

  • Woody ONeal

    that’s three words.

  • Brian Lee

    Am I the only one to think that the video quality isn’t that great? It seems like the blacks are very dark and the colors seem muted. If I were Apple and I had one chance to show off the camera’s ability, I would have made lighting conditions ideal for that kind of show.

  • Antonio Carrasco

    The ironic thing is that the composition, techniques and post work definitely hint that the person using the iPhone had plenty of photography experience–thus making a liar out of Phil Schiller.

  • alreadyupsidedown

    How does that make it worse?

    Does that mean you won’t buy a DSLR because they use pictures of automobile rig shots in their promotional material?

    Or a video camera because it’s on a jib?

  • Banan Tarr

    At some level, yes. If a company advertises a product and shows what the product is capable of, but it turns out that you need $10,000 in extra gear to achieve those results, and they didn’t feel the need to mention that, then I’m going to stop buying their product, or at least look for alternatives.

  • alreadyupsidedown

    Fair enough. They are showing pictures of it on rigs though. I see where you’re coming from, but I don’t know if it’s that devious.

  • Banan Tarr

    Yeah you’re right. I guess in the end I’m tired of these smartphone companies trying imply that their phones would ever be the choice for professional work like this.

    That is, outside of marketing gimmicks like this.

  • alreadyupsidedown

    Yeah, for sure. Also, The ceo’s speech about “Don’t learn, just buy an iPhone 5s” kinda ground my gears.’ Obviously that pitch was aimed at consumers, but still.

  • moonbase2

    regular footage still was choppy… I don’t get it… honestly. I love apple, but I don’t think this is an example of great video capture at all.

  • David Portass

    damn, you got me there :)

  • moban

    did you remember to select 720p video quality? i thought the same thing until i remembered to change it from the default 360p

  • Tor Ivan Boine

    This video isnt a Apple commercial at all. Sure, they have some deals and what not.

    HTC threw a photographer off a plane in a parachute showing off the One X´s camera.

  • Leonardo Abreu

    Everyone in the first shot is using a cellphone to take a picture… Jeez, people these days are awfull.

  • bcondoral

    That’s exactly what Canon, Nikon, Sony do when they come up with a new camera. in advertising they use a $1000 camera and $15K worth of lenses and lightning to create a photo to advertise. That means that you’ll stop buying their products too?

  • Yoda

    Just admit you wanna hate them for something. Better than bringing up silly excuses.

  • Banan Tarr

    How about no. I own a rMBP and absolutely love it. I don’t hate Apple.

  • Ian

    “3 on a rail cam that followed the models as they did their walk”…and I thought putting an iPhone on a tripod was ridiculous.

  • Anonymoused

    720p isn’t enough to view on anything larger than a mobile device anymore. Even at the “large” setting on youtube, 720p looks very low-quality. Don’t even bother trying to watch it in fullscreen mode on a 1080p monitor.

    Sure, it looks good and sharp enough at 720p at a 360p size… but then again, wouldn’t any 720p video? :

    I don’t know. I feel that with the same rigs and lighting, any other popular phone today could produce the same quality video (Galaxy S4, HTC One X, Nokia 1020, etc.).

  • faloc

    pointless and awful…

  • Margret Hunt