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I don't understand who these ads are for? If they mean the Pros then surely they are using cameras better than the ones that came attached with their smartphone, if they mean the general public then they probably using those cameras any ways because thats the best camera they own.

I think this only shines Apple's image and their phone to be a very great for taking pictures among all other competitors (which have some crazy options on them especially those Chinese ones)

They're meant for ordinary people that own an iPhone (or might be interested in purchasing one) who are curious about the world around them, and receptive to creative ideas and pursuits.
 
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As a professional filmmaker, I love this. Of course larger format cameras will have more detail and depth of field, but these shots (using the stock device lenses) are amazing.

What is possible in your pocket in regards to generating content is now getting so powerful that I have created a startup focused on applying pro knowledge in this area - bild.film

Rather than scoffing at the mobile filmmaking idea, I think it completely empowers new filmmakers and content creators. Really exciting times indeed.
 
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