We all know that Apple makes the coolest, most popular gadgets on the planet and are constantly in the spotlight while people wait in line just to get the newest iPhone. Last month the Apple Watch debuted as the entire world looked on as years of speculation and rumors became reality. Since the announcement, discussions of the Apple Watch have gone to the end of the Internet and back. Apples famed Senior VP of Design, Jony Ive, was even featured in Vogue Magazine as the watch made its first public appearance during Paris fashion week. There is an unimaginable amount of time and energy put into the Apple Watch. What about behind the scenes? Better yet, what about behind the camera?
For the better part of a decade, the photography of Apple products have inspired me. In fact this is not the first time I have blogged about this same subject. Having the majority of my background in tabletop photography I can understand the time and care that is taken with these images. Prepping a watch for a simple e-commerce shot is no easy task, let alone the task of prepping a watch that is Apple’s crown jewel for the moment. Then the lighting. Light is the most powerful tool a photographer can use. To light every radius, to perfect every gradient takes a painstaking amount of time. All this combined with the small size and the photographer would be lucky to complete one shot in an eight-hour day, not including post-production. Images of this quality would make any photographer proud to have Apple on their list of clientele.