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Apple Inc. plans to focus on camera upgrades, particularly around video, with its next iPhone launch, according to a report.
The company is looking to introduce a video version of its Portrait Mode feature as part of a series of camera enhancements for its upcoming device lineup, Bloomberg News reported Tuesday. Apple
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has made camera improvements a regular part of its annual iPhone refreshes, and the company is likely to make new photo and video features a key selling point once again during a launch cycle that’s otherwise expected to bring more incremental changes.
Apple is planning to bring its Portrait Mode technology to video, giving users the ability to shoot with blurred backgrounds that they can adjust afterwards, per the Bloomberg report, which said that Apple is internally referring to the feature as Cinematic Video.
The company also intends to introduce a ProRes recording capability that will let users capture higher-resolution video, giving them more options in post-production. In addition, new photography features will allow people to make pictures warmer or cooler without impacting white tones and allow for deeper shadowing, according to the report.
Apple typically reveals its new iPhone lineup in the fall and the company could be planning some other device introductions as well. The Bloomberg report notes that Apple is working on new MacBook Pros with its custom chips, a redesign for the iPad mini, and revamped AirPods and Apple Watches.
Apple didn’t immediately respond to a MarketWatch request for comment on its plans around new devices and features. Shares are off 0.4% in afternoon trading Tuesday, on an otherwise mixed day for the broader stock market.
