Apple And ROSÉ Launch ‘New Trick’ Music Video Shot Entirely On iPhone 18 Pro

Apple has teamed up with BLACKPINK member and global pop star ROSÉ for her new single ‘new trick’, with the accompanying music video filmed entirely using the newly announced iPhone 18 Pro.

The project forms part of Apple’s latest ‘Shot on iPhone’ campaign, showcasing the camera capabilities of its newest Pro model. More than 30 iPhone 18 Pro devices were used across different setups, environments and lighting conditions during the shoot.

Directed by Dave Meyers, whose previous work includes videos for BLACKPINK, Kendrick Lamar and Travis Scott, the film takes a grungier, pop-punk-inspired approach that complements ROSÉ’s latest musical direction.

The production also pushed the phone into unconventional camera setups, with iPhones mounted on a drum kit, guitar and ROSÉ herself to capture perspectives that would have been difficult to achieve with conventional camera equipment.

The video makes use of the iPhone 18 Pro’s 48MP Fusion Main camera with variable aperture, a new feature that gives users greater control over aperture and depth of field. Meyers said the device helped the team achieve a looser visual style without the weight and technical constraints of traditional cameras.

Photographer Kenneth Cappello also used the iPhone 18 Pro to document the production, capturing portraits, behind-the-scenes moments and candid shots of ROSÉ and the cast.

The collaboration continues Apple’s established practice of working with major music artists to showcase its iPhone camera technology, following earlier ‘Shot on iPhone’ projects with artists including Olivia Rodrigo, The Weeknd and Dua Lipa.

‘new trick’ marks ROSÉ’s first solo release since 2024 and arrives ahead of her upcoming sophomore album. The campaign is rolling out across markets including the US, UK, India, Japan, South Korea, Singapore and Australia, spanning social, digital, broadcast and out-of-home formats.