Shot entirely on iPhone 13 Pro, the Hollywood in your Pocket campaign takes archetypal movie scenarios and demonstrates the new device’s features using self-referential dialogue. The film Detectives finds two cops on a stakeout, the background cop having an existential crisis about being out of focus. Basement plays like a classic horror flick, with the hero more worried about the low light image than what’s at the bottom of the murky stairwell, while Pavel is a slice of moody European arthouse cinema, where the use of the new 3x optical zoom signals the title character’s descent into madness.