Les Benjamins designer Bünyamin Aydın designed his new collection, “From Earth to Sky,” on iPad Pro with Apple Pencil Pro, and filmmaker Neels Castillon shot the brand’s Cappadocia fashion show on iPhone 18 Pro Max, Apple said in an October 14, 2026 story. The show marks 15 years of the Istanbul-based lifestyle brand and is […]
iPhone 18 Pro is at the center of What Holds Us, a new photography exhibition built around three very different approaches to image-making. Alex Prager, Jack Davison, and Jimmy Chin shot the entire project on Apple’s latest Pro iPhone, using the device in environments ranging from a Los Angeles soundstage to a London warehouse and the high-altitude terrain of British Columbia.
Curated by Kathy Ryan, the former longtime director of photography for The New York Times Magazine, the exhibition examines connection through touch, shared experience, physical environments, and human relationships.
It also gives Apple a more ambitious showcase for the iPhone 18 Pro camera than a conventional product demonstration. Rather than presenting standardized comparisons or individual sample images. What Holds Us asks three established photographers to work within their own visual languages while using the phone as their sole camera.
The exhibition opens in New York City on September 18 and runs through September 20 before traveling to London and Shanghai in the coming months.
Image Credit: Apple Inc.
iPhone 18 Pro takes three very different photographic approaches
The project works partly because the three photographers have little stylistically in common.
Jimmy Chin took iPhone 18 Pro into the Bugaboo Mountains of southeastern British Columbia, working around snow, ice, steep climbing terrain, and winds reaching as high as 70 miles per hour.
His series focuses on trust and connection within climbing, with veteran mountaineer Conrad Anker appearing throughout the photographs. Some images place Anker as a small figure against vast mountain landscapes, while others move much closer to rock, snow, and glacial textures.
Chin used both the 48MP Fusion Ultra Wide and Telephoto cameras to shift between those extremes. The practical appeal was also straightforward: carrying a phone instead of a full conventional camera setup reduced the equipment required in an environment where weight and mobility affect every decision.
Jack Davison took almost the opposite approach. Shooting inside a former sugar warehouse in London, he created intimate portraits built around people interacting with clay and chalk.
Davison is known for high-contrast black-and-white imagery, and his contribution emphasizes texture, shadows, highlights, skin, and physical contact with the material. Some subjects appear partly covered in clay, while others manipulate it directly, leaving fingerprints and marks across the compositions.
For Davison, the smaller camera changed the relationship between photographer and subject. Without a large camera constantly positioned in front of his face, he could maintain more eye contact and work at closer range.
His use of slower shutter speeds, RAW capture, and multiple lenses also illustrates how Apple increasingly wants the Pro iPhone camera to function as a configurable photographic tool rather than simply a computational point-and-shoot system.
Alex Prager pushes the phone into large-scale production
Alex Prager’s section places iPhone 18 Pro inside a much more elaborate production environment.
Working on a Los Angeles soundstage, Prager created color-heavy scenes filled with crowds, confetti, staged city elements, costumes, and loosely choreographed movement. Some images use high viewpoints to turn groups of people into a continuous visual pattern, while tighter photographs isolate individual figures within the same constructed world.
The visual approach resembles film production more than spontaneous mobile photography, which gives the project another test for the phone. The camera has to preserve detail across numerous faces, costumes, props, highlights, and areas of movement while operating within scenes deliberately designed for large-format presentation.
Prager also treated the camera’s immediacy as part of the creative process rather than simply a convenience. The ease of moving between perspectives and capturing repeated moments allowed the scenes to evolve through improvisation instead of being locked into a single carefully prepared frame.
That approach aligns with a recurring theme across the exhibition: the phone becomes less intrusive without requiring the photographers to abandon their existing visual standards.
For Apple, it is a useful distinction. Professional photography campaigns built around smartphones can easily become exercises in technical proof, where the central question is whether a phone can imitate equipment already available to photographers. What Holds Us is more interested in how a smaller camera changes the way an artist works.
Image Credit: Apple Inc.
Variable aperture gives the project a new technical foundation
The exhibition arrives alongside one of Apple’s most significant physical camera changes in years.
iPhone 18 Pro introduces variable aperture on its 48MP Fusion Main camera. The lens can operate at ƒ/1.48, ƒ/1.8, ƒ/2.8, or ƒ/4.0, changing both light intake and depth of field.
A wider ƒ/1.48 aperture is designed for stronger low-light performance, while narrower settings can retain more detail across different planes of an image. Apple also lets photographers select aperture settings manually through new Pro controls in the Camera app.
Those controls extend to shutter speed and white balance, with a histogram available for monitoring exposure. ProRAW remains available for photographers who want greater flexibility during post-production.
The rear camera system also includes 48MP Fusion Ultra Wide and 48MP Fusion Telephoto cameras, providing focal lengths from 13mm at the wide end through an optical-quality 8x option.
What Holds Us does not reduce the exhibition to those specifications, but the technical changes help explain why Apple chose photography, rather than video, for this particular campaign. Variable aperture affects choices that photographers traditionally make during capture, especially around available light and how much of a scene remains in focus.
What Holds Us extends the Shot on iPhone idea
Apple has spent years using Shot on iPhone campaigns to demonstrate camera quality through finished work rather than charts and controlled tests. What Holds Us pushes that format closer to a conventional curated exhibition.
Ryan connects the three bodies of work through the idea of human presence, but each artist interprets it differently. Chin finds it through dependence between climbers in hostile landscapes. Davison uses physical contact between people and clay. Prager builds populated fictional environments in which individual expressions emerge from larger crowds.
The images therefore function as an exhibition first and a hardware showcase second, even though the production is closely tied to the launch of iPhone 18 Pro.
That balance may be the most effective part of the campaign. Apple does not need to demonstrate that a modern iPhone can produce a technically competent photograph. The more interesting challenge is showing where its smaller size, computational processing, lens flexibility, RAW workflow, and new manual controls can alter the photographer’s decisions.
New York visitors will get the first opportunity to see how those images hold up away from a phone or computer display when What Holds Us opens September 18. After its three-day New York run, Apple says the exhibition will continue to London and Shanghai, giving the iPhone 18 Pro photography project a physical life beyond the launch campaign.
As novelas verticais já são um fenômeno à parte na América Latina, e a Apple parece estar ciente disso: brincando com o gênero, ela disponibilizou no seu canal do YouTube “Nido de Villanas”, uma micronovela mexicana dividida em 14 partes e filmada com o iPhone 17 Pro.
Cada um dos 14 episódios, com duração estimada de 2 minutos, faz uso dos principais recursos de gravação do iPhone, como o modo Ação (Action mode), o zoom óptico de 8x ou até mesmo o modo de câmera lenta do aparelho.
A Maçã compartilhou um vídeo apresentando a produção:
Com uma trama “repleta de ambição, segredos e traições, na qual quatro mulheres estão dispostas a fazer de tudo para ficar com a fortuna dos Iturribiaga”, “Nido de Villanas” oscila entre emular as novelas mexicanas — referência histórica do gênero — e apresentar as principais funcionalidades de vídeo disponíveis no iPhone 17 Pro.
Esse enquadramento em termos de formato, diga-se de passagem, proliferado especialmente por estúdios asiáticos em plataformas de vídeos curtos (como o TikTok ou o Kwai) movimenta uma indústria que disputa a longeva hegemonia das telenovelas.
Foi o suficiente para que conglomerados conhecidos por sua dominância no segmento, como a TV Globo (no Brasil) e a Televisa (no México), oferecessem suas contrapartidas na transformação pela qual as novelas passam diante da mudança de hábito de consumo na América Latina e em todo o mundo. A opção da Maçã, evidentemente, carrega menos desse peso, mas demarca um possível interesse de presença nesse mercado.
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