Apple has unveiled a bold new campaign that places filmmakers front and center, celebrating the grit, risk, and artistry that define their work. The cinematic spot, directed by Seb Edwards of Park Pictures, highlights the rugged power and creative capabilities of the new iPhone 17 Pro.
Set to the evocative “Come Rain or Come Shine” by Connie Francis, the film fuses behind-the-scenes realism with dramatic set pieces, presenting the iPhone 17 Pro as more than a smartphone — it’s the ultimate creative partner. From rain-soaked streets to dusty locations and chaotic sets, the device withstands the elements while delivering stunning, high-quality footage.
Seb Edwards’ direction captures the visceral energy of filmmaking, positioning the iPhone as both hero and workhorse. Built with a heat-forged aluminum frame and Apple’s next-generation Ceramic Shield 2 — boasting three times the scratch resistance — the iPhone 17 Pro is designed to survive where other devices fail.
Beyond durability, the device boasts Apple’s most advanced camera system to date, featuring an impressive 8x optical-quality zoom. Combined with its bold new cosmic orange finish, the phone doesn’t just enable creators to capture cinematic images — it makes a statement on and off the set.
The campaign is rolling out across multiple platforms, including cinema, digital, broadcast, and social media, targeting creators who demand uncompromising tools for their storytelling. Apple’s message is clear: the iPhone 17 Pro isn’t just ready for the shot — it’s ready for anything.
