Monster? In this case it’s a good monster; not the one being chased by villagers with torches and pitchforks. Through iPhone, iPad, and Mac, Apple has moved the entire audio and video recording industry to a new level that matches 1) high quality, with, 2) low cost entry.
Here’s what I mean.
Not that long ago I built an audio video production house which catered to advertisers. That means audio and video commercials. We had multi-track audio recorders, multiple A-B roll video decks with digital effects, and $11,000 plumbicon video camera, and through the years produced thousands of commercials.
Price tag? About $250,000. It could have been done for less, but not without sacrificing audio and video quality. Many competitors, including television stations, spent millions on equipment to do much the same thing– capture, edit, and create audio and video productions.
Add a good microphone to a Mac, iPhone, or iPad and you can create similar video productions with higher quality than radio stations or television stations. Award winning movie director Steven Soderbergh on the iPhone and his newest movie:
I think this is the future. Anybody going to see this movie who has no idea of the backstory to the production will have no idea this was shot on the phone. That’s not part of the conceit.
Yes, what an iPhone can capture– video and audio– is of such high quality that it can be used to create Hollywood-class movies.
I’d have to have a pretty good reason not to be thinking about that first… There’s a philosophical obstacle a lot of people have about the size of the capture device. I don’t have that problem. I look at this as potentially one of the most liberating experiences that I’ve ever had as a filmmaker, and that I continue having. The gets that I felt moment to moment were so significant that this is, to me, a new chapter.
Simply put, you can use an iPhone to capture excellent video quality for almost any video production. Add a decent quality microphone to the mix, and edit the whole shebang on an iPad or Mac.
Why the iPad or Mac? Three words: screen real estate. There’s no substitute for a larger screen to do post production. Yes, an iPhone has plenty of audio and video capture and editing tools, but the screen size limitation makes a larger iPad Pro or Mac a worthy consideration– but it’s not a requirement.
Apple’s iPhone, iPad, and Mac, in less than a decade, have transformed the audio and video industry and created something of a monstrous change in how we capture, create, and distribute media in the 21st century. Don’t let anyone tell you otherwise. An iPhone, a good USB or Lighning capable microphone, and iMovie and Garageband on a Mac (or even an iPad Pro) is a formidable media production house that can range in price from less than $1,000 (iPhone and mic) to less than $3,000 (iPhone, Mac or iPad, mic) with capability that rivals traditional production houses, and quality that exceeds broadcast television.
Monster change? Indeed.