A marketing partnership between Apple and Burberry, a British luxury fashion house, was announced on Thursday, highlighting the exclusive role of Apple's iPhone 5s iSight rear camera in capturing Burberry's upcoming fashion event.
This collaboration gives Burberry an early access to the latest version iPhone 5s for its Spring and Summer runway show.
“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,” said Burberry chief creative officer Christopher Bailey to Apple Insider. “We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”
Greg Joswiak, vice president for iPhone and iOS Product Marketing, said that Apple was extremely excited for iPhone 5s to have a part in the show. He emphasized that the latest version of the most popular camera in the world would be bringing High Definition (HD) digital images and videos in the Burberry fashion show.
Apple's newest iPhone also features similar 8-megapixel resolution to the iPhone 5 but it will carry a more advanced sensor. This new feature allows greater advantage of taking images even in scenes with low lighting.
The new iPhone unit will also sport an enhanced five-component lens featuring a larger aperture, f/2.2, plus the dual "True Tone" LED flash.
Apart from the upgrades on its hardware, the iPhone 5s will also carry newly improved photography software. This includes the burst option to allow taking 10 pictures every second, accurate automatic focus matrix metering, and 120 frames per second slow-motion video options.
It would be very interesting to anticipate the captured images from the Burberry show since they will provide a first gauge of the new iPhone's performance in varying scenarios.
Burberry will start sharing photos and videos through its official website and other social media accounts while the fashion event will be held on Monday.
