Imagine staring at those massive billboards proclaiming 'Shot on iPhone' and wondering if a smartphone could really rival a professional camera setup – well, Apple's latest campaign with the Australian Cricket Team proves it can, and we're about to pull back the curtain on how it all happened!
Readtime: 6 min
We handpick every product featured here through rigorous evaluation by our team of editors and specialists. Should you make a purchase via any of our links, we might receive a small commission – for full details, check out our affiliate policy here (https://manofmany.com/affiliate-policy). And if you're curious about our testing methods, head over to this page (https://manofmany.com/how-we-test).
- The campaign was filmed entirely on the iPhone 17 Pro, featuring stars from Australia's cricket squad.
- Its innovative 48MP Pro Fusion system ensures top-notch image quality no matter which lens you choose.
- Renowned shooter Jacob Sutton raves about its user-friendly nature and artistic adaptability.
- Capabilities like 4K/120fps HDR slow-motion and 8x optical zoom open doors to advanced filmmaking techniques.
I can attest firsthand that Apple's (https://manofmany.com/tag/apple) 'Shot on iPhone' series is genuinely captured using iPhones. I joined photographer Jacob Sutton on location with three top Australian cricketers – Marnus Labuschagne, Alex Carey, and bowler Scott Boland – right before the legendary Ashes test series versus England. With the campaign launching across Australia today, there's no better moment to dive into the behind-the-scenes magic and discover the process.
It's a mystery I've pondered countless times, gazing at those eye-catching ads plastered across big cities, questioning how such stunning visuals could emerge from a phone. I used to think it was impossible for a mobile device to achieve this level of excellence, but the iPhone has effectively phased out many point-and-shoot cameras for everyday users.
But here's where it gets controversial... What if pitting the cutting-edge iPhone 17 Pro against a high-end mirrorless camera in a professional setting actually blurs the lines between amateur and expert tools? Working alongside acclaimed photographer Jacob Sutton (https://www.artpartner.com/index.php/jacob-sutton/overview) and those elite cricketers, he tested the iPhone 17 Pro to its limits. Believe me, the results speak volumes, so let's delve deeper!
Why Is the Latest iPhone Camera System Such a Game-Changer?
I've gushed over the iPhone's Fusion camera tech in my comprehensive long-term review (https://manofmany.com/tech/smartphones/iphone-17-pro-max-review). Yet, I'm not in the league of a seasoned pro, so I'll break down the hardware first, then share his insights, sample shots, and finally let Jacob offer some handy advice.
Jacob Sutton captured the entire 'Shot on iPhone' campaign using an iPhone 17 Pro, which is our focus here.
The device boasts a 'Pro Fusion' camera setup, with each of the three rear lenses operating at a sharp 48MP resolution. In simple terms, this uniformity means every image maintains the same high standard, giving you the freedom to select the lens that fits your framing best without quality drops. Before, jumping from the primary to the ultra-wide lens often resulted in visible differences. Now, that's history, allowing more frequent use of all three lenses – and their zoom levels – for photographing a broader variety of subjects.
For beginners, think of focal length like a zoom lens on a camera: it determines how much of the scene you capture, from wide angles (like a landscape lens) to telephoto (like a zoom for distant objects). The iPhone 17 Pro's system mimics this versatility.
Here's a quick table of the available focal lengths and how they're achieved:
| Focal Length | How It’s Achieved |
|--------------|-------------------|
| 13 mm | Fusion Ultra Wide |
| 24 mm | Fusion Main |
| 28 mm | Fusion Main |
| 35 mm | Fusion Main |
| 48 mm | Fusion Main (2x) |
| 100 mm | Telephoto (4×) |
| 200 mm | Telephoto (8× optical-quality) |
Scroll horizontally to see the full table.
This is what makes the iPhone Pro so adaptable and fun for enthusiasts like me. But what does a professional expert really think? We chatted with Jacob post-shoot for his take.
Insights from a Pro Photographer on the New iPhone Pro Camera
'I sometimes forget just how remarkable it is to carry such powerful imaging in a small, tough package,' Jacob Sutton remarked about the new iPhone Pro.
'I'd miss out on so many personal moments without this easy-to-use, premium-quality tool. Professionally, it's incredibly empowering.'
'I adore how I can place it anywhere swiftly, secure it to objects, or even challenge a pro cricketer and trust it'll endure and deliver. That kind of flexibility fuels my creativity.'
Jacob generously offered tips on maximizing the camera. 'Zoom in close and leverage the Ultra Wide lens,' he advises. 'The iPhone stands out for getting up close to the action, and those broader lenses inject energy into your photos.'
'When experimenting with transitions from 8x zoom to Ultra Wide, strategize strong compositions for the start and end of your shot. Shooting through barriers or past elements can unveil hidden dynamism – things obscured at 8x zoom pop dramatically in the Ultra Wide view.'
'Slow-motion video is a game-changer for sports, and now it's possible at 120fps in 4K with HDR. This provides ultra-detailed footage at speeds typically exclusive to professional gear. I enjoy tracking athletes with a moving camera, following their motion seamlessly.'
And this is the part most people miss... Key Takeaways from Our Exclusive Behind-the-Scenes Experience
Before wrapping up, we asked Jacob about his top iPhone feature. 'The 8x zoom is absolutely groundbreaking,' he shared.
'It lets you zoom into distant activity and then switch to ultra-wide views. Features like this shape your creative planning. The natural feel of the 1x lens keeps it my go-to, but the 0.5x option offers bold perspectives that emphasize motion and depth.'
Watching a master at work was inspiring, but my biggest revelation was seeing Jacob produce these images with the very phone in my pocket. The old saying 'the best camera is the one you always have with you' rings especially true here. I'm excited to grab my iPhone 17 Pro and snap more shots!
But let's stir the pot a bit: Is the iPhone truly capable of replacing traditional pro cameras, or is this just clever marketing? Could this shift democratize photography, or does it undermine the skills of seasoned professionals? What do you think – are smartphones the future of creative imaging, or do they still fall short? Share your views in the comments below; I'd love to hear if you agree, disagree, or have your own counterpoints!
