The launch of the iPhone 14 has left new features that we continue to analyze and hope to check out from the start of shipments on September 16. Meanwhile, Apple wanted to share the experience of one of its most important events, including remarkable marketing content.

So, this time from Cupertino, they released a video sharing the behind-the-scenes footage of the “iPhone 14, Big and Bigger” announcement accompanying the unveiling of the new iPhone family. And we can remember from now on:

Cinemotion took over the task of showing these scenes about Apple’s own products that it almost never shared. Cinemotion is a company that specializes in making professional films using robots. This results in unique images with gestures that the people holding the cameras simply cannot.

There are several photos of the new iPhone from different angles, as you can see thanks to the work of the robot team. These include quick movements of devices while someone is always holding them. To do this, the actors were placed in a white studio and kept the iPhones there while the robot did all the work. Of course, there is a whole team behind the camera controlling the robot’s movements.

Initially, the work was shared on the Cinemotion Instagram account, although it is no longer available. But quickly, several Twitter users took measures to copy the impressive work on their own:

Apple explained how the iPhone ad was shot for the first time 🤯🤯🤯

how is this #manzana shot #iPhone14 advertisement pic.twitter.com/0IqtoQfiw9

— TheAppleDesign #eSim (@TheAppleDesign) September 9, 2022