Apple's next-generation iPhone Photographic Styles provide more control and respect skin tones in unprecedented ways.
series smartphones are Apple’s best-ever handsets for mobile photographers. Among the biggest reasons for this is the suite of next-generation Photographic Styles, which intelligently and precisely adjust tones and colors in images, non-destructively and in real-time while using the iPhone’s camera.
This is a massive computational demand, and performing these calculations while the user composes an image is no easy feat. It is only possible because of a combination of factors: the A18 chips, Apple’s increasingly sophisticated image analysis engine, and a drive to make it work. “We dove super deep into the entire history of photography, which is almost 200 years at this point,” Chen says. “But we also talked to people both in front of and behind the camera today. why people take pictures and what do they like about them.”
This touches on something so powerful about the new Photographic Styles. As Apple has said repeatedly since the iPhone 16 launch event, the latest styles understand and respect a person’s skin tone. This makes it easy to adjust the colors of an image without turning someone into a wacky technicolor rendition of themselves. Still, more importantly, it provides users the tools and control they need to control how they appear and are represented in photos.
“The last 17 years of iPhone has been about deeply figuring that out,” McCormack says. Machine learning has played a vital role in cracking the code, which has required improved cameras, more processing power, and training on millions of images. Apple has done all that work to measure tones accurately. Photographic Styles is letting users mess with colors, shadows, and highlights however they want, even at the expense of the accuracy Apple’s engineers have strived for.
McCormack says that when Apple talks about “personalized,” it means going from the idea of a physically accurate rendering of a scene to how a user wants it to appear, whether it’s how someone wants the photo to look overall, or something more precise like how they want the light to appear or what they want themselves to look like in an image.“Photographic Styles are designed to give you a level optionality so you can render the scene and capture the moment how you want,” McCormack says.
This nondestructive nature of Photographic Styles required Apple to develop a new extension to its image file formats. It’s also about fun. Photographers are familiar with sliders from apps like Adobe Lightroom, but needing to combine different sliders to achieve particular looks can be daunting for less experienced users. So Apple came up with a control pad for Photographic Styles, which uses color cues and visual feedback to ensure people can figure it out without any prior knowledge.
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