Apple lends Burberry the iPhone 5s for a fashion show capture to demo the new iSight camera(video)

Apple lends Burberry the iPhone 5s for a fashion show capture to demo the new iSight camera(video)
Apple has partnered with Burberry for a runway footage from its Monday, September 16th London show, called Prorsum, which will be streamed live from Hyde Park there. 

Cupertino is actually lending the fashion house a bunch of the new iPhone 5s models to demonstrate pre-release what the upgraded 8 MP iSight camera is capable of. 

Burberry will be using the phones not only for the runway footage and streams, but also for backstage stuff, and will post the results before, during and after the show on its website. 

The fashion icon explains its imaging partnership with Apple this way: "Inspired by our shared values of design and craftsmanship, we have collaborated with Apple to capture the show experience on the iPhone 5s."

Burberry Uses iPhone 5s to Capture Spring/Summer 2014 Runway Show
Burberry & Apple Collaborate to Share Runway Show Experience

CUPERTINO, California and LONDON—September 12, 2013—Apple® and Burberry today announced that iPhone® 5s is being used to capture and share beautiful photos and video before, during and after the Burberry runway show in London on Monday, September 16. Using the all-new iSight® camera on iPhone 5s, Burberry is shooting high quality photos and video for runway and beauty looks, product details, and backstage moments. The collaboration is reimagining how Burberry engages consumers, paving the way for significant changes in how they capture and share their content.

“iPhone 5s makes it even easier to take great photos with the world’s most popular camera,” said Greg Joswiak, Apple’s vice president of iPhone & iOS Product Marketing. “We’re thrilled to see the amazing photos and HD video Burberry has captured with the incredible all-new iSight camera.”

“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 Christopher Bailey, Burberry Chief Creative Officer. “We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”

Through photos and video shot exclusively on iPhone 5s, consumers globally can share in the anticipation of the show build up, as well as the excitement of the day itself, across Burberry social media channels and on starting today. In addition, customers can watch the show live on Monday, September 16, at 2:30 p.m. GMT+1 at

Pricing & Availability
iPhone 5s comes in gold, silver or space gray, and will be available in the US for a suggested retail price of $199 (US) for the 16GB model, $299 (US) for the 32GB model and $399 (US) for the 64GB model*. iPhone 5s will be available from the Apple Online Store (, Apple’s retail stores, and through AT&T, Sprint, T-Mobile, Verizon Wireless and select Apple Authorized Resellers. iPhone 5s will be available in the US, Australia, Canada, China, France, Germany, Hong Kong, Japan, Puerto Rico, Singapore and the UK on Friday, September 20.

* For qualified customers.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.

Burberry, the world’s leading digital luxury brand, is headquartered in London. Founded in 1856, it is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 100 index.

The Burberry Prorsum Spring/Summer 2014 runway show will take place on Monday, September 16, at 2:30 p.m. GMT+1, and will be available to view live and on-demand at

Related phones

iPhone 5s
  • Display 4.0" 640 x 1136 pixels
  • Camera 8 MP / 1.2 MP front
  • Processor Apple A7, Dual-core, 1300 MHz
  • Storage 64 GB
  • Battery 1570 mAh(10h 3G talk time)



1. Topcat488

Posts: 1416; Member since: Sep 29, 2012

lol... Blurberry... Keep it sharp.

2. LetsBeHonest

Posts: 1548; Member since: Jun 04, 2013

Waiting for iPhone 5S camera comparison.

3. LetsBeHonest

Posts: 1548; Member since: Jun 04, 2013

A comparison with iPhone 5S vs Xperia Z1 vs Lumia 1020 vs LG G2 vs Note 3 vs a DSLR reference camera.


Posts: 269; Member since: Sep 09, 2013

Along with a comparison of photos taken with flash. Apples true tone flash needs to be tested.

18. MrKoles

Posts: 368; Member since: Jan 20, 2013

+ Galaxy S4

4. criticism

Posts: 46; Member since: Sep 12, 2013

No need to comparison coz the sensor is the same and just the size of the lens is increased! so at the best case, the only achievement would be better pictures at darker conditions!

6. Martin_Cooper

Posts: 1774; Member since: Jul 30, 2013 You might learn something before you post clueless posts.

5. darkkjedii

Posts: 31324; Member since: Feb 05, 2011

Excellent quality


Posts: 269; Member since: Sep 09, 2013

I agree but Burberry ruined it with their overexposure effects!

20. Sauce unregistered

Yes indeed, great film. Though, I do think that the effects were perfect. It matches the theme of their (BB) event. Very subtle and content with class and finesse. The filters were great IMO.

16. HansGoneInsane unregistered

I like the video as well but Burberry really edited it too much :). Smart marketing by Apple by the way.

7. valapsp

Posts: 565; Member since: Aug 12, 2011

why did i read it "Blackberry" at first?


Posts: 269; Member since: Sep 09, 2013

Get your vision checked

15. LetsBeHonest

Posts: 1548; Member since: Jun 04, 2013

Auto-correction By your mind. Auto-correction sucks sometimes.... :-) lol


Posts: 269; Member since: Sep 09, 2013

Impressive video .could have been sharper and prettier if Burberry had not added so many overexposure effects.

10. JMartin22

Posts: 2372; Member since: Apr 30, 2013

It's nothing special. Any high-end Android handset can reproduce this video and do it better, most likely. Also, one "photographer" opinion on a phone that isn't even commercial available yet, should be taken with a grain of salt. The S4 and various other Android handsets already surpass the iPhone 5's image processing technique in color reproduction and detail. This new 8 megapixel module is a very small deviation away from that featured in the 5.


Posts: 269; Member since: Sep 09, 2013

Don't make assumptions. Wait for the camera comparison.

14. E.N.

Posts: 2610; Member since: Jan 25, 2009

You could possibly be right, but why don't you just wait for official comparisons before making final conclusions?... so you can save yourself from looking like an idiot if the iPhone 5S camera turns out to be a beast. "This new 8 megapixel module is a very small deviation away from that featured in the 5" - And how exactly do you know already know that? Sounding like a hater

21. Sauce unregistered

EN, he obviously is a hater and most likely hasn't even used the iPhone 5 camera and software to it's full potential, let alone the 5s. If I were a grumpy ol' slobknob like him, I'd sure as hell wait before making myself look any stupider.


Posts: 269; Member since: Sep 09, 2013

Letsbehonest has posted a link above. Check it out.

17. PhoneArenaUser

Posts: 5498; Member since: Aug 05, 2011

As I have said before, iPhone is not about the technology it is about the trend.


Posts: 269; Member since: Sep 09, 2013

It's about technology and engineering such that the user only benefits. "We believe technology is at its best when it's invisible. That the user only thinks about what he/she does on the device, not the device itself" this is why apple is successful. An example is, I have to worry about ram consumption on my galaxy s3 and lags in touchwiz. Nothing is as seamless as an apple product. I am very happy with my iPhone 5 but I also use my S3 sometimes.

24. PhoneArenaUser

Posts: 5498; Member since: Aug 05, 2011

"It's about technology and engineering..." I agree, it is about engineering but not about the technical engineering but about social engineering, in other words engineering about how to brainwash people.

22. HeWhoDoesNothing

Posts: 158; Member since: Jul 15, 2013

Nice footage!

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