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Apple is once again strongly promoting the filmmaking capabilities of its smartphones. As part of the MAMI Select: Filmed on iPhone programme, young creators from India have created professional short films recorded using the iPhone 17 Pro Max. The productions utilise, among other things, cinematic mode, ProRes RAW, Action Mode, and advanced image stabilisation and sound work capabilities.
Apple demonstrates that the iPhone can replace a professional camera
The project involved several young directors who created stylistically diverse productions, from romantic stories set in night-time Mumbai to surreal tales from Kerala and psychological dramas. The creators emphasise that the iPhone 17 Pro Max allowed them to shoot scenes that would normally require very expensive filming equipment. They particularly praised the capabilities for night recording and the device's portability. Thanks to ProRes RAW, filmmakers could significantly enhance the image in post-production, increasing the brightness of scenes and preserving natural colours even in very challenging lighting. Image stabilisation and Action Mode enabled dynamic handheld shots, recording on boats, or while running without the need for heavy stabilising equipment.
AI, MacBook Pro and iPad assisted in post-production
Apple also strongly emphasises the collaboration of its entire ecosystem. Creators used the MacBook Pro with the M5 chip and the iPad Pro for editing materials, working on sound, and controlling visuals on set. In some projects, AI features were also utilised for object tracking and speeding up special effects. Filmmakers point out that the biggest advantage of the iPhone is its accessibility. Instead of renting very expensive cameras, emerging creators can record professionally-looking materials with a device they carry with them every day. According to programme participants, this opens up entirely new possibilities for young independent cinema.
Apple is increasingly demonstrating that the iPhone 17 Pro Max is no longer just a smartphone for recording short films, but a genuine tool for professional film production. The MAMI Select program aims to inspire a new generation of creators to undertake ambitious projects without the need for highly expensive equipment.
source: Apple
