Creators are going horizontal

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The Future. Apple is making the iPhone feel more like a classic camera with the addition of a new button built for horizontal photography and videography. That could supercharge a recent fascination with horizontal videos among creators and cement the smartphone as the perfect tool for low-budget filmmaking. Expect social content to look very different when the iPhone 16 is released this fall.

Apple is reportedly leaning into a popular trend in the creator economy with the newest iPhone.

  • The company is testing a horizontal camera button for the iPhone 16.
  • The button will be mechanical (you can push down on it like the volume button) and located on the lower right side of the device.
  • It’ll also respond to touch and pressure, such as zooming when sliding it left or right, focusing when pressed lightly, and activating the shutter when pushed down harder.

The feature comes as creators are increasingly interested in horizontal videos — a change brought about by the recent popularity of longer TikToks (basically anything over a minute). That’s great news for advertisers because of how much better horizontal videos play on TV, which TikTok is becoming more and more compatible with.

Is the era of vertical video coming to an end?

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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