Opinion

How Apple’s new offerings are mobilising an army of creators

With 90% of all digital photos now taken on a mobile and Apple's new offerings laid out for the world to see, Tribe CEO Anthony Svirskis explores how the future of social creators is shaping up.

Cue the cascade of articles analysing every minute detail possible – the features, the functions, the onstage facial recognition fail.

There’s a lot of smartphone jargon we’re now accustomed to from the behemoth that is Apple. But in reality, all we really want to know, is what shiny new improvements do we have to play with, and how long is my battery going to last using them?

Between the iPhone 8 and the X you’ll hear about portrait lighting, augmented reality, FaceID and air-charging – just to name a few.

However, moving all that aside, you don’t need to identify features to understand what Apple is cleverly doing. You just need to take a step back from the bells and whistles, and view the scene with a panoramic lens. There’s a simple overarching theme to all of Apple’s exploits that puts everything into perspective which you can see subtly injected into their commercials, stores, promos and product launches.

Apple is giving people the power to create

All of the upgrades revolve around being faster and better at creating more content with a device that fits in your pocket.

This new announcement is a further nail in the coffin for expensive studio equipment. Why?

Apple is decentralising creativity

By giving us an endless capacity for breathtaking visual creativity, a kid on a street can take images worthy of billboards, something we already know from Apple’s own ‘Shot on iPhone’ campaign.

With the advent of their ‘Portrait Lighting’ feature on the new iPhones, there’s even more scope to snap professional, high-quality images, whatever time of day or night. The feature allows you to adjust lighting with incredible precision, both before and after capturing the image.

This, coupled with the speed and efficiency of one-click focus and depth of field, already makes the iPhone a more practical DSLR replacement.

It’s another notch in the everyday creator’s belt. Another win for the little guy.

Once you look past the megapixels and the retina display, you can see how Apple is further empowering consumers to create bigger, better and faster than ever before.

The iPhone effect

The constant reiterations of the iPhone aren’t just about providing the masses with shiny new toys.

They’re providing the fuel that is firing a powerful consumer shift.

Giving each customer the ability to progress from simple ‘point-and-shoot’ photography on a smartphone, to wielding a full creative suite at their fingertips.

There’s no better place to see this than on Instagram, which has evolved in tandem with iPhone technology.

Such creative enablement is mobilising armies of everyday people to be more than just ‘photographers’, but ‘creators’.

With high quality tech in their hands and engaged audiences in their feeds, brands are now scrambling to capitalise on the value of turning their customers into creators.

And with almost 90% of photos being taken on mobile devices this year, consumers are ultimately spreading brand messages better than ever before.

Social media’s boom has seen the democratisation of influence, and Apple’s pioneering of the everyday content creator has decentralised creativity.

Mix those two together, and you can start to imagine the incredible possibilities in years to come.

Anthony Svirskis is CEO of influencer marketplace Tribe.

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