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iSight promo: Apple partners with Burberry to shoot fashion show with iPhone 5S

apple partners with burberry iphone 5s camera
Image used with permission by copyright holder

Check out our review of the Apple iPhone 5S smartphone.

Apple’s marketing machine is grinding into action for its recently unveiled iPhone 5S, with the company on Thursday announcing a collaboration with Burberry to show off the handset’s revamped iSight camera.

The British fashion house will get its hands on the new device a full four days before anyone else, using a bunch of them to film and photograph its spring/summer 2014 runway show at London Fashion Week.

The two companies also plan to shoot material before and after the show, as well as scenes from backstage and segments about Burberry products – all taken with the iPhone 5S.

At 8 million pixels, the upgraded camera on Apple’s new phone has the same resolution as its predecessor, the iPhone 5. However, the new sensor is 15 percent larger than before so theoretically should produce better images showing more detail. In addition, the camera sports an f/2.2 lens, making it more suitable for low-light shooting than the iPhone 5, which had an f/2.4 lens.

Apple’s new handset also comes with a so-called ‘True Tone’ flash – comprising white and amber LEDs – which the Cupertino company claims will produce images with more natural colors.

Finally, a new burst mode shoots at 10 frames per second, while the video element now offers a slow-motion feature.

Monday’s event will give Apple fans an early look at how the phone’s new camera performs in various conditions, as well as a few fashion tips.

According to a joint statement from the two companies, viewers will be able to “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 www.burberry.com starting today.”

Interested folks can watch the show live on the Burberry website on September 16 at 2.30pm local time (9.30am ET, 6.30am PT).

[Image: Apple]

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