In September, Apple lent Burberry a set of iPhone 5S devices, which had not yet been released to the masses, to record the debut of its Spring/Summer 2014 collection on the runway. Apple's new ad shows behind-the-scenes footage from that partnership, like three phones mounted on a camera dolly, captured entirely with the iPhone 5S.
The 30-second video features several segments that highlight the iPhone 5S' slow-motion mode.
[seealso slug="2014/02/04/apple-iphone-still-the-top-u-s-smartphone"]
Apple's relationship with Burberry extends beyond this video. In October 2013, the iPhone creator hired Burberry CEO Angela Ahrendts as its senior vice president of retail and online stores.