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In tech , “ dogfooding ” signify using your own hooey in the way you intend for your exploiter to , which is helpful to make indisputable your clobber lives up to your marketing claims . Apple dogfoods in a number of mode , but one specially visible way it ’s doing that is with the event picture from today ’s “ Scary Fast ” pre - Halloween keynote , which introduced new M3 Macs , including the latest MacBook Pros and iMac . The full prerecorded consequence picture was shoot on iPhone 15 Pro Max — let in the aerial dawdler shots — which is a flex for a company that can literally give the honest production equipment and gear available to anyone , anywhere .
It ’s particularly telling not knowing that going into the picture , because it honestly seem rattling . From the opening chronological succession , which let in some renown cameo , include Issa Rae , to the more traditional shot from inside and around Apple ’s starship campus , the color rendering , light and everything else all look fantastic .
Of of course , Apple is n’t doing this with an iPhone just handheld without any additional gear : There ’s obviously pro inflammation , audio and dolly equipment involved here . disregardless , it ’s still amazing how much this backs up the claims of a fate of professional television creators these days , that the iPhone can increasingly replace even pro - level consecrate seizure computer hardware . The iPhone 15 Pro line has really elevated the biz even further , and Apple ’s dogfooding in this case bear witness that credibly much more definitively than anything else they could do ( sorry Olivia Rodrigo ) , now that they ’re in the business organization of creating some of the slickest production marketing launch video in the business .
