Apple Keynote Recap for Filmmakers (Plus Surprise Blackmagic Camera ProDock)

0:00In this episode of The Noise, we're going to break down Apple's iPhone keynote, specifically everything you need to know if you are a video professional. including a new surprise product launch from Blackmagic. Let's get into it.

0:14All right, welcome everyone. Addy, good to see you. Where are you right now? Hey, nice to see you, Joey. I'm in London. Yeah, I'm here for an advertising conference this week. And guess what? The entire city is on a lockdown because there's a tube strike. And so I'm just out here walking on the sidewalks like millions of Londoners. Our pair of towels close to where you got to go. I've never walked this much before living in LA. You can take the black cab, right? Like those, those cabs are cool. So the streets are completely overwhelmed by cabs and Ubers. Okay. I'm surprised I got this far. No Waymos.

0:49The Waymos haven't figured out the, haven't done the knowledge test yet. Waymos will die here. They will torch them. Yes. All right. So that's to say, Addy did not watch the keynote. I watched all the keynote. So I'm going to break down the kind of relevant updates for media professionals to Addy and everyone else here. And it's going to be Addy's real-time reaction because he doesn't really know what happened. I'll say overall, like some cool updates, but not as much as I thought. AirPod updates, watch updates, and then iPhone was the biggest updates. Nothing with Apple TV, nothing with Vision Pro.

1:23So spoiler alert, that didn't come. The thing kind of wrapped up and I was like, oh, all right, that's it. It's like an hour 20 minutes, hour 10 minutes. So spoiler alert. in yet another Apple keynote. This seems to be a pattern. I'm less disappointed at this. I mean, I think some of the updates were pretty good. I mean, we've got a whole new version of a phone, which we'll talk about. But let me just skim through. I mean, look, I said, I'm not going to dive deep into too many of the updates, but I thought the AirPods, they have an AirPod Pro 3. Oh, AirPod Pro 3. That sounds exciting. I love the Pro series of the AirPods.

1:52Yeah, I have the Pro, I think the Pro 2, and they are definitely my favorite headphones I've ever had. Pro 2 was a big improvement over Pro 1, for sure, in the noise cancellation. Yeah. And the big update with this is live translation. So live translation, it can hear someone speaking to you, and it works in combo with your phone and translates it in your ear. So like the real-life earworm that I keep forgetting the name of from Hitchhiker's Guide to the Galaxy. Oh, that's pretty neat, man. That's cool. And then when you speak back, it can either display it on your phone and you show the person your phone the translation back, or it can also speak it out of your phone.

2:26And then if you are with someone who has two AirPods together, it'll do the live translation, like with both of you in your ears. Oh, wow. Yeah, this is super useful. I mean, I travel quite a bit in foreign countries. I could totally get used to this. Yeah, I think this is helpful. I mean, I'm thinking even back to when I've been on camera crews for Spanish language documentaries. I'm like, I don't speak Spanish. And so I've been camera operating, so I'm just filming stuff. but it definitely would have been helpful to at least just have something in my ear so I can just hear, like have a general understanding of what's happening along with, you know, usual being able to communicate in the streets.

3:04Remind me if the language translation models are non-AI or AI. So that's the thing. So that's interesting. Or that's what I want to talk about because we have talked about this before. It seems like they are running locally. It said that, A, it has to be the AirPods 3 and that there's computations running on the AirPods themselves. in conjunction with Apple intelligence models running on the iPhone. So it sounds like it's running locally. It's doing local inference on the iPhone. Yeah, that it doesn't have to have a network connection to do processing on the cloud. I mean, I would also imagine that would just take too long for this to be practical, that it needs to happen on your phone.

3:41Yeah. Yeah, and we talked about this in the past episode of the other models that came out. They're not on the phone, but it's just the other models they're launching that are more designed to be fast models that could run on local hardware for vision analysis. So they have some VLM visual language models that do identification of a frame and the features in the frame. So more like the eyes of the computer, if you will. This is that demo of the two people speaking and wearing AirPods. I mean, you know, it's edited. I'm curious what the delay is like and just how natural that is to like have a conversation with someone where you're waiting for the translation.

4:15But obviously this is, you know, better than nothing. Yeah, and I know Apple's a little bit behind on AI, and that's sort of the public consensus, but when they roll out something like this, I can guarantee it's going to be pretty sleek. Like, their execution is, you know, always typically exceptional. Yeah, they've usually never been first, but they've been the best. Exactly. When they do roll something out. And just, I mean, I'm sure our viewers know this, like Samsung has had this with the Galaxy earbuds for a while. So I would be curious to compare this to the Samsung. Do you know if Samsung runs locally or does it still need a network connection?

4:50I'm not sure about that. My frame of reference for all of this stuff is Google Translate, which is run on the cloud. Yeah. So yeah, typically it's run on the cloud and then you can actually download a language pack onto your local device and then it could run locally there. Is it still and that's able to take the speech to text and translate locally if you have it downloaded? So like, for example, if I'm in Japan and I don't have good reception, I download the Japanese language pack and then it's doing a lot more work locally. Yeah, that's a good point. I mean, also, that's a good because I didn't get into the nitty gritty, but like how many languages are supported with this?

5:23And do you have to pick and download? Like, are they all downloaded locally on your phone? Probably not. It's I mean, I guess it's going to be like if you're going to a Spanish speaking country, download the Spanish pack ahead of time or something. Yeah. And also, is it auto detecting the language or you're picking the language, you know, like those nuances? says yeah and i don't know what phone minimum level phone you need to have as well like i don't know if this is like you have to have an iphone 16 or newer that have that you know quote apple intelligence features or if this works with older phones the main thing was this was tied into an airpods pro 3 feature so you do need to have that but i don't know what phone you need to have did they say how much the pro 3s were going to be i think same price 250 wow i mean you're just getting more and more out of that 250 every time and the other cool updates more in the fitness space was it could take your heart rate and measure your heart rate in your ear, which I'm also wondering if that's an extension where they can tie you into Apple Health benefits, even if you don't have an Apple Watch.

6:22So it's like if you have the AirPods, we'll still take your heart rate and put it in Apple Health, and maybe that'll entice you a bit more to get an Apple Watch. Interesting. Well, you know, the Apple phone itself can track a lot of health metrics. Like every time you have it in your pocket, it's measuring your steps and how much, what distance you're running. And then even if you like sleep next to it, which I'm guilty of, and a lot of people do, it kind of measures your sleep in a weird way. Oh, really? What, from like the microphone or something? At least knows when you're sleeping and when you're awake.

6:50I remember a long, long time ago, before the Apple Watch even existed, someone built an app where the idea was you would put your phone under your pillow and it would use the sensors to try to measure your sleep just with the iPhone. And it had to be on your bed, like under your head, which is not the best spot for it. Yeah, I think Apple obviously would recommend that you wear the Apple Watch to bed, but I think a lot of people find it too sort of clunky and huge to kind of wear to bed. That's when you need to charge it too. And that's usually a good time to charge doesn't last a full 24 hours, right?

7:25Yeah, I think the newer ones do. And actually, there was a sleep update feature that has like a sleep score and stuff with the new Apple Watch or the new Yeah, the new Apple Watches. I want to go to the resident really most of the Apple Watch updates for health stuff and there's an ultra three and uh general stuff like that but nothing to really go into um but the one thing was there was like a sleep score and it definitely sounds like that's kind of competing with whoop and those other um you know always on fitbit yeah yeah wearable trackers that have like a score in your overall recovery score and stuff all right the big reveal the iphone stuff so iphone 17 obviously not a surprise uh so this one's just sort of the base model iphone main updates here were just a lot of um stuff that was sort of in the pro versions is now in the iPhone.

8:04So screen update, refresh rate, 120 hertz. I thought they already had that on the 16. I think that was in the pro. They said it was what was in the pro is now in the baseline model. So they all have 120 hertz. And then the other big update, I mean, a couple, you know, bumps up with the camera, but the forward facing selfie camera is what got the biggest update. And so it is now a, oh yeah. Also they've revealed each iPhone in a different location. did my hometown of south beach my beach uh for the iphone reveal but the big update was uh front facing camera yeah south beach that's so funny that they're like shooting right on south beach um scarface was shot right behind her it literally was yes that is the exact street yes scarface to apple iphone 17 reveals yes we've come on and they did say again that this entire video is giving me grand theft auto vibes i will be grand theft this was grand theft auto 2 and now soon it'll be Grand Theft Auto 6 when that comes out again.

9:05That's right. Or comes out finally. Anyways, iPhone 17. So the big thing with the selfie camera or the selfie sensor is they went from a more horizontal shape sensor to a square sensor. And so this means that you could take horizontal photos, vertical photos, just by holding your phone up, like, you know, horizontally and it'll automatically adjust the crop ratio without losing quality. So if you want to take a horizontal selfie, You could still just take your phone, your photo like this quality increases and also use a combination of Apple intelligence to detect faces. And so if it's like a group shot, it detects a group shot.

9:42It like automatically zooms the video, the camera out to take a wider selfie shot. So a lot of selfie improvements. And I think we just saw the stat here that they said 500 billion selfies were taken on iPhones just last year. Yeah, they have a lot of training data, don't they? I hope you didn't opt in for that. I would assume they don't train on all the photos. The other thing that I see here is you actually don't need AI to detect faces. A lot of professional cameras have face detection, especially for autofocus features, and there's no AI on those cameras. You've mentioned this before, that face detection is an old technology, right?

10:18Yeah, it's a remnant from computer vision. So what it's looking for is features. uh so first it'll find an oval on top of a torso and then it'll look where our eyes and our nose and our mouth typically go in the same place no matter who you are like given a certain tolerance so it's it's just recognizing patterns yeah that makes sense and yeah you can see the creep shot demos and um automatically adjusting the framing yeah so i mean that was probably the biggest camera update and this has rolled out into all of the iphones that they're launching i mean very minor but you know it does help with the overall sort of yeah and i'm like kind of going over the camera specs i mean you know there is more the strength updates and uh speed updates new sensor which i'll go over the other new sensor in the next phone but yeah just you know overall performance boost everything's a bit better now the big reveal it wasn't really surprised people kind of already predicted it but it's the uh the iphone air yeah pretty much everything that was leaked online was accurate and i could just think back you know if steve jobs is still around like heads would have rolled because like this for sure he would have thrown the mug did not tolerate yeah yeah they sent the swat team after that that reporter that had a advanced uh prototype of the phone so i mean i'm impressed that's that's actually pretty thin this reminds me of the motorola razor from 20 30 years ago oh like the uh matrix uh i know they had the other version but i know the super thin one that the super thin one yeah would flip yeah i was thinking i'm like i hope they butt tested this because this also reminds me of the iphone was it the 8 or the x where yeah you would sit on it and then the glass would bend if you put it in your back pocket i i i'm imagining that they did and uh is it a titanium frame i don't remember but they did say they polished it to like a shiny reflective edge which also um made me think of smudging easy smudging yeah i wonder if this thing do you i mean do you need like rubber gloves because it might flip off your fingers they do they have a bunch of new cases and stuff and actually the cases i was excited about one was a super thin plastic one that they're like you know it's a millimeter thick which actually there's in a company that already has made cases like this for a long time and i guess they're going after their business uh called uh peel but then the other case uh is a bumper and edge bumper case, which I'm excited to see that because I think it was the iPhone 4, which was like kind of the first blocky square one, had that just edge bumper case.

12:49And that was one of my favorite cases because it didn't cover the back. It just added some extra protection to the edge. So they brought that back, unless I'm misremembering that has been back. And then the battery life, I forgot. It was like all day-ish, but then they have a battery pack that you can attach to it. But because it's so thin, the thickness of the extra mag battery pack kind makes it regular size but it gives you it says you can watch 40 hours of video with that extra battery pack i guess you take that on the plane or something yeah on that long call flight they're like long enough to watch the entire season battery life to have a thinner phone no i'm a maximalist always so like this does not interest me but i know people who would be into this i know people who still buy the very small phones because they're you know just trying to have a more minimal phone so i know people i think i know people who'd be into this i've seen some online comments of like why do we want a thin phone that doesn't fold like if the only reason we'd want something thinner is if it folded but this doesn't fold uh it's just a thin phone with a notch with a big with a notch on the back once in a while they they do these experiments and they're very expensive experiments if you think about it where they'll launch a variant of a very popular product and then just to see it sticks right uh the biggest example i could think of is the iphone mini if Do you remember like five years back during the pandemic, they had the smallest iPhone ever made and it just nobody bought it because everybody got used to the gigantic size of phone that you and I have.

14:14So, you know, I'm a little skeptical about this thin phone. At the end of the day, I think we care about battery life, performance, display brightness and all those things way more than we care about the thickness of the phone. Yeah, I think so. I'd be curious. Yeah, I'd be curious to see how this sells. They did, well, they didn't say, but there has been online speculation from Mark Ruman on Bloomberg, who covers Apple, and he's usually pretty on the dot, that the product map was the thin phone this year and then a foldable phone in the next year or two. So I expected that that would come. I'm sure they had to develop this technology first to then figure out the stuff to get it small enough to make the foldy phone in the future.

14:57But you get this for now. Yeah, there's this trifecta of copying each other that's going around where Samsung, Apple, and Google just copy each other's features. So obviously, the Galaxy earbuds and the AirPod Gen 3, that reminds me of sort of kind of mimicking each other. And then the folding phone, right? Samsung had it first, and now Apple will most likely go in that direction. And then Google Pixels are now MagSafe, so they copied Apple. Oh, yeah. They're all sort of just copying each other. yeah and figuring out how to dodge each other's patents yeah yeah also the nano uh not the nano the air um it does break so it's so it is definitely in the in between regular iphone and uh the pro iphone so it has the retina display so it has a sharper display than the regular iphone it also it's it looks like it has a single camera on the back but it's actually like two sensors in it so it has both your standard wide not the super wide lens but your standard wide lens and then a telephoto sensor and lens built in.

15:58So technically, it looks like one, but they call it their Fusion camera. And so it's got two cameras in it. All right, and then now the big one, the iPhone Pro update. So this is the new A19 Pro chip, which they kept talking about and basically saying that it's got neural accelerators, which sounds like they're laying the groundwork for running the AI stuff on device. right but they didn't really get any specifics about that i think they learned the lesson from last year of talking about what but when the iphone 16 pro dropped with the previous chip they also had similar claims of local inference but yeah then that was the precursor to announcing apple intelligence which as we know never really rolled out correctly correct yeah but i yeah i picture this is the groundwork for future stuff and the models that we've sort of seen come out and whatever else they developed, that this has the processing power to handle that locally.

16:57This was their comparison. So, you know, you always have to take their numbers with a grain of salt. But basically, they said this A19 Pro chip is three times the compute of the A18 Pro and that it's at MacBook Pro levels of compute power. Very cool. And that it has these neural accelerators. And they also talked about how they do have a, they had a big improvement in heat dissipation, which is actually really important because, like, recording video and doing very processor-intensive stuff on this phone, the 15, it gets hot and it can get hot enough where you'll have file corruption or the phone will shut down if you're like doing something like recording in pro-res video to the point where like tilta makes iphone cooling accessories to cool the iphone yeah yeah to cool the iphone if you're recording uh video so it doesn't overheat so that says they've addressed that or like done a lot better heat dissipation to to improve that um and they also built a new chip called the n1 chip and that what we're showing on screen now.

17:48And that is a single chip that integrates Wi-Fi, Bluetooth, and Thread into a single chip. So all the connectivity stuff is in one chip. They said it's how they do the watches and I forgot other device, but it's basically what's in the watches, but now it's in the phone. So it makes it, it's their own chip that they developed. And I assume that can unlock future things, things in the future. But yeah, that's the first time it's going to be in a phone with this new chip that they developed. That's cool. I could have swore They already had similar system-on-chip integration in the past, but it sounds like, I guess, not for the iPhones.

18:20All right. And then the camera stuff. Honestly, a lot of the camera focus was more on still photo cameras or just taking still photos versus video. But we'll get to video a little bit later. But so the Pro and the Pro Max, basically, the updates are exactly the same. They really didn't even talk about the Max. They just acknowledged the Max exists. But I think, I mean, so it seems like basically the Pro and the Max are exactly the same, just the Max is a bigger screen. And you can get more storage in the Max. I think that's really the only difference. Okay, got it. Yeah, in the past, the Max has had some features that the Pro did not.

18:54I thought so, right? Yeah, like when I remember buying the 15 specifically because the Max had good isolation, vibration isolation. uh yeah i think the max was originally only did pro res too yeah so typically like they roll out the most uh m e film and tv oriented stuff onto the max first yeah that's what i thought uh but it seems like they're the same now um this was that two and one fusion camera on the air that i think i thought i skipped ahead but this is the the fusion camera on the air let me jump ahead to the uh the pro it has a sensor shift ois uh image stabilization all right and now uh and then we We went to Chicago and now we're in New York for the Max, for the Pro reveal.

19:39Man, who cleaned those streets? See how clean that sidewalk was? Oh, I know. Everything here looks immaculate. And they did say they shot the whole thing on the iPhone 17 Pro. Like they have since the 15. Okay. So the Pro has three cameras or three sensors as it normally has. All of the sensors are 48 megapixel. I can't find my wide angle number, but I think the wide angle was what it was before. but now they added a 200 millimeter telephoto sensor. Oh, that's longer. That's longer than before. Yeah. Yeah. It used to be a hundred and now it's 200 at F2.8. Yeah. So they have that eight. Yeah. Yeah.

20:14That's pretty cool. Yeah. Yeah. They got it optically without a digital zoom. Exactly. Yeah. They're, they're probably flexing that glass inside of that case to go back and forth, have some travel. Yeah. Oh, this is from the same, this is the fusion is like where they kind of combine the things in one. So I'm actually curious, like, is it actually a 100, like a legit 200 millimeter lens? Or is it like a 100 millimeter lens? And then it doubles it. And with their machine learning and cleanup, it gives you the effect. Yeah, I would imagine it's equivalent, right? So they're really looking at field of view and coverage rather than true focal length.

20:52Right. And that it's sharp enough to pass as a 200 millimeter shot image. but even though it's not technically on a 200 millimeter lens it's still 100 millimeter lens yeah i mean it depends on the size of the sensor and i mean there's clear and they did say the sensor is like twice as big as the last version so i mean these are photo demos the photos are lens element that's twice as big as well to maintain the same focal length so they showed a bunch of photos basically this in the camera range stuff just everything's up to 48 megapixels and all the sensors are or all the focal lengths are give you a wider range whether that's truly the wider range or just like with its machine learning and how it cleans it up that it gives you a better range you get wide to 200 millimeter telephoto so i mean a pretty big range with photos and all these demo photos look you know really beautiful the photos look nice and even this footage of him is looking great i mean i know there's probably some doctoring going on but yeah 13 millimeter is a super wide one nice yeah so here this demo 13 24 28 35 48 100 and then all the way to 200.

21:57Wow, that's cool. That's real cool. Yeah, definitely gonna be very useful for prep work when you're using one of those viewfinder apps to try to get your variety of lenses to shot design. Yeah, I believe the Blackmagic app does a lot of that. Yeah, I'm thinking more of like a Shot Pro or Artemis, more of those specific, where you match up. It could duplicate the different camera sensors with different lens characteristics to replicate what your field of view would be. And then video, the big one, which, you know, I've been trying to talk about for a bit. I mean, honestly, they've got some pretty good stuff already.

22:30So it wasn't that much to add. It's hard to improve on this. I mean, they're already at the very top of the food chain as far as cell phone quality goes, right? Yeah, and the quality record. So ProRes RAW is one of their big updates. So now you've been able to record ProRes for a while, but now you could record ProRes RAW. Those files are going to be insanely large. You can do it. And you could do it either with... So it doesn't sound like you could do it in the native photo app, but you could do it either with the Final Cut video app, which they launched like last year, I think, or in the Blackmagic app.

23:01And they specifically named the Blackmagic app. I'm trying to think of what cases you'd need ProRes RAW. I guess it's the... Look, they're doing the bullet time thing that they did for 20 days later. Yeah, so this is the other option. The other update is now you could do Genlock. So this was the demo. They're like, oh, you could Genlock. So you could do bullet time or other crazy stuff. This does look awesome. i mean yeah so this is remind you that you could do that with ai but yeah this is very sharp for now until ai catches up to that and realistic okay and then this was the surprise announcement this was a new product that they made with black magic uh it is the black magic camera pro doc let me double check my notes because i didn't this is the missing link i didn't get uh usually i get the press releases after you know it's public but i still haven't gotten it yet so this looks like it will probably later today the lack of time code input and monitor yeah so right the thing with the gen lock was i was wondering when they first announced it was like oh so can you like bluetooth sync it or some or can you connect the two cameras so it doesn't it still seems like you need additional hardware to do that it just has the ability to do that but you got to plug it into this blackmagic dock and we don't have the official specs yet but looking at it you get you plug into the usbc and you get external power two usb 3.2 port so that would be fast enough to plug in a hard drive for data i've never seen two port i'm curious how the two ports works and how you can assign your data files i'm just like amazed that all all this peripheral i.o gets run off one point a single usbc connector yeah that's crazy yeah then there's a usb 2.0 which you know you could probably do some accessories like a focus pull or some other microphone or some other usb-c accessory where you don't need as fast of a speed hdmi output and then a gen lock-in and a time code in uh bnc plugs and then a 3.5 millimeter audio in and out yeah and don't forget that quarter range mount thing that i see yeah i'm trying to understand how this is like supposed to mount like is it just supposed to be a really big thing under your phone it reminds me of uh i don't know if you this was more in the persumer range probably was off your radar but the panasonic for the gh4 had released this big it looked like pretty much similar to this it was like a big bulky thing that you would attach to the bottom of the camera it's called the like the yag it was like the yagh and it gave you like uh it added additional like um sdi inputs and outputs but it was like it like doubled the size of your camera It was like a big attachment thing that you put on the bottom.

25:38So yeah, I'm curious how this was envisioned to mount because it does make it a bit bigger. Yeah, my guess is like by the time you're rigging this on like a rail system or anything, you already have an iPhone mount. You already have something for this. Yeah, I mean, I guess you could always like if you had to tilt a cage, you could always maybe side mount it on the side or something. So it does seem like you still need to have something to jam sync your time code, like a tentacle sync or I forgot the other brands, but that's when we use a lot. I do kind of wish there was a way, like if you were just, I guess maybe you could do it with an app.

26:14I don't know if Blackmagic supports it with an app. Like if there was a way, if you just had a couple iPhones and you were trying to sync the time code on those iPhones for a shoot to each other. Yeah, I don't know why Apple would not just support that over Bluetooth and have it natively in iOS. I'm wondering maybe Blackmagic's app supports that because they do have some useful multicam features. Oh, same with the Final Cut camera app. They do have some multicam features where you could kind of use an iPad as like your central multi-viewer hub and it could link to other iPhones. So maybe that already exists and I've just never used it and I'm not familiar with it.

26:49Also, like every single phone that's connected to cellular is on the same clock, right? And I wonder what - Is that accurate enough? If they could - That's the thing. I'm wondering if the default time of day is good enough for most things. Yeah, that's a good point too. Because we got to buy a few iPhone 17s. I've seen, yeah, I've seen, you know, like if you're out in a crowd or you see like the clock switch on your phone and then like, you know, I see other people's screens and the clock switches at the same exact time. It's like, oh, they're all, they're all synced. It's definitely down to the second.

27:19Is it down to a frame or two? Is it down to the frame? Yeah, I don't, I don't know. That's the question. I didn't realize that they did have Asus Color support. They said that that was already in there. That wasn't a new update, but I didn't know that. That's cool. And then some more case updates. But one thing I did find, let me go back to my notes. This guy looks like AI. I think one day maybe they can just make models of all the presenters. It's not very hard to train the model on the iPhone stances and the iPhone phrases. Our new phone is bigger and better than ever before. Maybe this is how I should do all my podcasts.

27:56Hello and welcome. We're excited that you're here. That was the update. So when I started this, I said the Pro and the Pro Max, pretty much all the same updates. But when I saw that they're rolling out ProRes RAW recording, I was thinking, I hope they upgrade the Mac storage from one terabyte to more because that's not going to last long if you're doing ProRes Macs internally. So with the iPhone Pro Max, the Mac storage is now two terabytes. Right. But if you max it out, that phone is now$2 ,000. So that is the most expensive iPhone you can get. $2 ,000. The one terabyte Pro Max version is$1 ,600.

28:35Imagine dropping that thing. Make sure you get the good AppleCare plan. That's cool. Yeah, I mean... What are your thoughts on, like, what are your big takeaways, big themes for you? You know, from the video space, gradual updates. It adds more pro-level features to incorporate it into other workflows. Even if this is maybe like a C camera, like the fact that you have Genlock, You know, we do Genlock all the time with like two cameras on the Blackmagic cameras. And so, oh, if we got to throw a third iPhone in there, it's just like some extra footage, but have it, you know, the timecode sync, which just makes life a lot easier later on in post when we're trying to sync everything together.

29:12That's cool. That's great. That supports it. Nothing. Maybe I'm on the 15. Maybe I'll update. It was nothing that was like, oh man, really gotta, really gotta update this one. I mean, it has a new look now. So now there's that like, you know, notch look factor. People will know you got the new one. People will know. So remember when they added the little like red button, action button thing too? And it was like, ah, that was the indicator. He had a new phone, which this whole conversation sounds very silly. Yeah, my big takeaway. So it's really interesting that Apple TV Studios is having a significant influence on the hardware in that I think both the F1 movie production, as well as 28 years later production, significantly influenced a lot of these new developments.

29:56I mean, you're talking about all those focal lengths specifically, the longer focal lengths are very cinematic. And then you also have Genlock and DC input and like the Blackmagic device. And you're like, this iPhone is seriously moving into a prosumer camera category more and more than it was in the past. Yeah. And I'm sure this is all from like feedback of just working on these larger productions. Like the iPhone is being forged in production hell, right? Yeah, because there were ways you could do this before, but you had to do workarounds or maybe send the signal out to something else. So the more you could do it in Pocket and shoot.