By Ellen Ormesher, Senior Reporter

January 12, 2023 | 1 min read

The tech giant’s newest camera feature turns shaky footage into stable videos.

A new ad from Apple, titled ‘Action Mode’, highlights its latest developments in camera technology. The spot for its iPhone 14 depicts how rough and shaky footage is optimized, resulting in quality videos not possible on other camera phones.

In the ad, a mother taking footage of her child’s sports day turns into an action-packed race as she runs alongside him. Apple says that Action Mode seeks to replicate the quality of videos usually achieved by professional steady cameras.

Powered by AI

Explore frequently asked questions

This is not the first ad from the brand promoting the technology. In November, its ‘Testing Action Mode’ explained the capabilities of the mode, which is not enabled by default but can be activated through the Action Mode icon on the video feature.

Creative Tech Apple

More from Creative

View all