Apple has just posted a video showing how the iPhone 5s was used to shoot the 2014 Burberry Spring/Summer fashion show.
It's another example of Apple showcasing the iPhone camera, just like the 1.24.14 video, Misunderstood, and the Photos Every Day ad before it.
I's a highly produced piece, with some amazing rigs taking some amazing shots. That does take some of the mainstream magic away, but it's also aspirational — it makes me want to take more and better photos. And that's good for everyone.
Are you enjoying Apple's look into pro-level iPhoneography, or would you rather they stuck with what real people can do in real settings?