Apple is relying on 3D photography for the iPhone 17 launch

Apple uses major market launches not only to bring new devices to market, but also to showcase its own strategy. In addition to iPhones, Macs, and the Vision Pro, media presentations are regularly created. However, at the launch of the iPhone 17 and iPhone Air at Apple Store The Grove in Los Angeles, one detail stood out this time: It was filmed with a professional 3D camera that had already been used for Vision Pro content.

When Apple launches new products, the cameras traditionally roll. The footage is later edited into short highlight videos that summarize the event. However, at the launch of the iPhone 17 and iPhone Air, unusual equipment was used: a Blackmagic URSA Cine Immersive camera. This model is Apple's preferred choice for producing content for Apple Vision Pro. This suggests that Apple is preparing a special 3D video for owners of the headset.

Apple relies on immersive video

Blackmagic's URSA Cine Immersive camera is designed for 3D and 180-degree footage. Apple is leveraging this technology to create experiences that go beyond traditional video. The company already produced a highlight reel in Immersive Video for Super Bowl LVIII, available exclusively through Vision Pro. Filming the iPhone 17 launch could now create a similar clip.

iPhone 17, iPhone 17 Pro and iPhone Air in the spotlight

The launch brought several new devices to stores: the iPhone 17, the iPhone 17 Pro, and the iPhone Air. In recent years, Apple has focused not only on improving the technical performance of its products, but also on integrating them more closely into the overall ecosystem. An immersive event video would underscore this strategy by turning the launch itself into an Apple experience—especially for Vision Pro users.

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Vision Pro shortly before an update

Parallel to the launch of the new iPhones, the Vision Pro is coming into focus. An update is expected as early as next month. Speculation is surrounding an M4 or even M5 chip, as well as a new headband that should improve comfort. With this upgrade, Apple aims to make the headset not only more powerful but also more suitable for everyday use.

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Highlight videos as an experience for the Apple ecosystem

Apple is sending a clear message with the launch of the iPhone 17: Immersive content will play a central role in the future. The use of the 3D camera makes it clear that the Vision Pro is becoming increasingly integrated with new products. An official highlight video in immersive video is likely only a matter of time. This makes it clear that Apple isn't thinking in terms of individual devices, but is consistently committed to a connected experience across the entire Apple universe. The best products for you: Our Amazon Storefront offers a wide selection of accessories, including those for HomeKit. (Image: Shutterstock / leskovets)