Is “Shot on iPhone” Misleading? | The Archive Apple’s famous Shot on iPhone campaign has inspired filmmakers all over the world. But here’s the truth: when you see those stunning visuals, you’re not just seeing an iPhone. You’re seeing cinema-level crews, expensive gear, pro lighting, and heavy post-production. In this episode of The Archive, I break down: -The history of Apple’s Shot on iPhone campaign -Why it inspires but also misleads creators -What iPhones do well for filmmaking -The limits of smartphone cinematography (dynamic range, low light, compression, depth of field) -Why cinema cameras aren’t going anywhere I’m not here to bash the iPhone—it’s an incredible tool. But it’s not replacing cinema cameras anytime soon. Let’s pull back the curtain on the marketing, and talk about the real story behind “Shot on iPhone.”