Apple and Seb Edwards Put iPhone 17 Pro to the Test in Gritty, Cinematic Spot

Apple leans into the rugged elegance and creative power of the new iPhone 17 Pro in its latest campaign, fronted by a cinematic spot from director Seb Edwards.

Set to the classic 'Come Rain or Come Shine' by Connie Francis, the film blends behind-the-scenes grit with high-stakes artistry. The iPhone 17 Pro becomes more than a tool - it’s a trusted partner for filmmakers chasing the shot, no matter the elements. Whether braving rain, dust, or chaos on set, the device takes the hits while capturing arresting footage.

Seb’s lens showcases the iPhone 17 Pro as both hero and workhorse, capturing the visceral energy of filmmaking while spotlighting the smartphone’s new credentials. Engineered with a heat-forged aluminium body and flanked by Ceramic Shield 2 - now boasting 3x better scratch resistance - the device is built to survive where others flinch.

But durability isn’t the only headline. Apple’s most cinematic camera system yet features a staggering 8x optical-quality zoom, pushing mobile filmmaking into uncharted territory. Dressed in a bold new Cosmic Orange finish, the iPhone 17 Pro doesn’t just perform - it commands attention.

With a cross-platform push spanning digital, cinema, broadcast and social, Apple is once again speaking directly to creatives who demand more from their tools - and aren’t afraid to put them through hell to get the perfect frame.