Apple and ROSÉ have released "new trick", a new single and music video filmed entirely on the newly announced iPhone 18 Pro, marking the latest artist collaboration tied to the company’s annual iPhone rollout.

The project centers on ROSÉ, the Grammy-nominated member of BLACKPINK, and was directed by Dave Meyers. According to the source material, more than 30 iPhone 18 Pro devices were used in a wide range of setups, lighting conditions, and environments during production.

The shoot made use of the iPhone 18 Pro’s 48MP Fusion Main camera with variable aperture, which the source describes as bringing aperture control to iPhone for the first time. The production team also mounted iPhones to a drum kit, a guitar, and ROSÉ herself to capture angles not possible with traditional camera setups.

"The iPhone liberated us from the heavy, slow and technical aspects of traditional cameras", said Meyers. "Because we wanted the video to feel looser, it became the perfect tool. We mounted it on as many things as time allowed. I’m not sure we could have achieved something like the drumstick mount with a traditional camera."

The video is described as giving ROSÉ’s sound and style a grungier, pop-punk edge. Photographer Kenneth Cappello also documented the production with iPhone 18 Pro, taking portraits of ROSÉ and the cast as well as candid images from the set.

The collaboration unfolded in several stages. On September 9, ROSÉ appeared in a mirror selfie carousel and teaser reel, becoming one of the first people in the world seen holding iPhone 18 Pro. On September 15, a social short highlighted the use of Cinematic Mode in the production. The full "new trick" music video premiered on September 17, followed by behind-the-scenes material on September 18–19. On September 22, the campaign expanded into out-of-home placements.

Apple said the project continues its run of artist partnerships around new iPhone launches, following Shot on iPhone videos with Olivia Rodrigo for iPhone 15 Pro, The Weeknd for iPhone 16 Pro and Dua Lipa for iPhone 17 Pro.

The source says "new trick" is ROSÉ’s first solo release since 2024 and arrives ahead of her sophomore album. It also notes that ROSÉ has 81.3 million followers, made history with her debut solo album as the highest-charting album by a female K-pop artist, and became the first female K-pop soloist to reach the Top 10 of the Billboard Hot 100.

The campaign is set to run across the United States, Germany, France, the United Kingdom, Japan, South Korea, Vietnam, the Philippines, Singapore, Thailand, India and Australia, spanning broadcast, social, digital and out of home.

Read the source