Apple teams up with ROSÉ for Shot on iPhone 18 Pro “new trick” ad
Apple’s launch-week Shot on iPhone spot features ROSÉ’s “new trick” music video, filmed on iPhone 18 Pro and pitching the variable-aperture Main camera.
Apple is promoting the iPhone 18 Pro with a new Shot on iPhone ad built around BLACKPINK member ROSÉ’s music video for “new trick.” The full video was filmed using the iPhone 18 Pro, and Apple’s cut mixes finished footage with behind-the-scenes gear. MacRumors and other outlets flagged the campaign on launch day.
What Apple is pitching
Apple says the variable lens aperture on the 48MP Fusion Main camera helped low-light scenes and “added impressive depth of field to bring the music video to life.” That lines up with the Pro models’ launch camera story: updated Photographic Styles, auto subject tracking, and Pro Controls for manual aperture and shutter speed.
Shot on iPhone music videos often pair the phone with high-end stabilization and cinema rigs — the same playbook Apple has used with artists such as The Weeknd, Lady Gaga, and Olivia Rodrigo.
Why it matters on launch week
- Product claim: variable-aperture Main camera as a cinematic tool, not only a stills upgrade.
- Marketing beat: a major K-pop / crossover artist attached to the launch-week Pro camera push.
- Not claimed here: independent A/B tests vs prior Pros, or that every clip was handheld phone-only without support gear.
iPhone 18 Pro pricing starts at $1,199. For availability context from launch day, see our notes on first arrivals and same-day Store pickup.
Bottom line: Apple’s latest Shot on iPhone spot puts ROSÉ’s “new trick” in front of the 18 Pro’s variable-aperture camera story — a clear launch-week marketing beat for anyone watching how Apple sells the new Main camera.
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Sources: MacRumors — Juli Clover (September 18, 2026); Apple YouTube — Shot on iPhone 18 Pro: "new trick" by ROSÉ.