updated 11:26 pm EST, Wed February 5, 2014
September event becomes ad-like promo for iPhone 5s camera
Apple has edited down footage shot with multiple pre-release iPhone 5s units during a Burberry fashion show last September into a 30-second TV ad-style video, currently seen on the iPhone's spotlight page. Like the recent "01.24.14" ad, the promo and fashion show were shot in HD entirely using the iPhone 5s as a showcase of how high-quality the camera is. The shortened spot may end up appearing on television as a genuine ad to promote the iPhone 5s.
The spot has also been posted to YouTube, titled "On the runway with iPhone 5s" (seen below) and recapping some of the shots captured during the Summer 2014 Prorsum Womenswear show, which took place in London's Hyde Park. Apple supplied pre-release iPhone 5s units to the fashion house in an unusual cooperative marketing arrangement that highlighted the iPhone 5s' improved camera and also its new, 120fps slow-motion capability. The iPhones were used to capture both the main event and behind-the-scenes footage, location shots and other elements of the completed show.
Roughly a month after the Burberry shoot was debuted, Apple recruited the fashion house's CEO, Angela Ahrendts, to be its new SVP of Retail and Online Stores. She will begin this spring, and is currently wrapping up her role as Burberry CEO in the meantime.