Apple is once again leaning on the strengths of its iPhone camera, sharing a new “Shot on iPhone” ad that focuses on the iPhone 17 Pro’s improved zoom capabilities.
The ad follows two detectives investigating a dimly lit warehouse. Instead of using magnifying glasses, they rely on the iPhone 17 Pro camera to capture distant details with quick, exaggerated zooms.
Leaking pipes, a rat scurrying across the floor, and even a stray balloon become objects of investigation, all framed to show how far the lens can reach, as well as its ability to create tension and clarity without turning the image into mush.
Apple says its flagship models now have a 200mm focal length with the addition of a new telephoto lens system on the iPhone 17 Pro and iPhone 17 Pro Max. That translates to 8x optical-quality zoom, extending the reach beyond the 5x limit of previous Pro models.
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