Apple and Burberry have joined forces to announce that the newly introduced iPhone 5s will be used to photograph and record the Burberry runway show in London next week, using the device exclusively for backstage moments, product details, and runway/beauty looks. Such will serve to show off the iPhone 5s's new iSight camera.
Apple has introduced an all-new iSight 8-megapixel camera that features a sensor that is 15-percent bigger than previously, and that offers f/2.2 aperture. There's also two LED flashes on the back, with one offering white light and other a warmer light, both working in conjunction to improve the quality of images taken with the iPhone 5s, says Apple.
The idea behind it all is that the camera will do enough of the work on the user's behalf that images come out with high quality without much effort on the user's end. There is a 15-zone autofocus matrix metering system, with multi photos being taken, adjusted for white balance and such, and then the best of the batch being provided to the photographer. Both color and tone mapping has also been improved.
There is also a panoramic function that will take images equal to 28 megapixels. And on the video side of things, the new iPhone 5s offers slow-motion video recording with up to 120 frames per second. Apple has shown some samples from the new iSight camera, but next week we'll get a much better idea of how the camera holds up in different settings with Burberry's event.
Said Burberry's chief creative officer Christopher Baily: "This collaboration celebrates our relationship and shared foundation in design and craftsmanship. We have a mutual passion for creating beautiful products and unlocking emotive experiences through technology, which has made it intensely exciting to explore the capabilities of iPhone 5s. We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences."