Apple Inc. has a storied history of using accomplished directors for their commercials. They usually reserve the effort for big changes or campaigns, and their latest is no different. The Cupertino-based computer company has tapped Oscar winner Sam Mendes (American Beauty) to direct a commercial for the iPhone 4, announced today at their annual Worldwide Developer’s Conference (WWDC). See the ad, as well as a few new features for both movie makers and watchers, below.
This commercial, which beautifully demonstrates the new “Facetime” video chat feature, and other iPhone videos are sure to go viral, as everyone is talking about what may be the biggest update to the iPhone ever. Speaking of the updates, there are a few features that may interest our readers. Outside of the new iAds feature of the new iOS4 (formerly known as iPhone OS4), the keynote presentation this morning revealed some interesting movie-related updates.
First of all, the new camera can now shoot HD video, up to 720p. The basic editing controls are still around from the iPhone 3GS, but now an iMovie app will be available for $4.99 that lets you do a lot more specific editing. Here’s what MacRumors had to say about it.
Randy Ubillos, Apple’s Chief Architect of Video Applications, came on stage to give a demo of the iMovie app, which works very similarly to the desktop version of iMovie. It offers transitions, titles, and five themes. Editing is done in a timeline view and new clips and photos can be added anywhere in the timeline. Music from the iPod library can be added, and with certain themes, iMovie for iPhone uses the geolocation information recorded by the camera. Movies can be exported at 360p, 540p, or 720p.
Also of note is that a Netflix app will be available soon on the iPhone and iPod touch. While some (including Roger Ebert) aren’t fans of watching movies on such a small device, I know from experience that sometimes that’s all you have to pass the time.
Read all the news from Apple’s WWDC at MacRumors.