What better way to promote the new iSight camera in the iPhone 5S than by lending the device to Burberry for its next runway show?
That seems to be thinking behind a new partnership between Apple and Burberry. The Cupertino company is lending Burberry a set of iPhone 5S devices -- which aren't available for pre-order in the U.S. until Sept. 20 -- to capture its Spring/Summer 2014 collection debut, set to take place in London's Hyde Park on Monday, Sept. 16.
The iSight camera has the same 8-megapixel resolution as the iPhone 5, but boasts a number of other improvements, including a larger sensor, better live exposure adjustment, auto image stabilization and live video zoom. A new "burst" mode allows users to capture 10 photos per second.
Burberry says it's planning to use the camera to capture photos and video backstage and on the runway before, during and after the show.
The promotion isn't just beneficial for Apple, of course. Burberry is once again is able to distinguish a collection show with a digital "first" -- just as it did previously with shoppable and 3D livestreams. The fashion house was also the first to premiere its collection on Twitter.
This time, the distinction comes from access to a cool new device -- before the rest of us can get our hands on it.