Standing in the middle of a bustling cricket field in Australia, photographer Jacob Sutton found himself in a unique position: shooting three of the country’s elite cricketers not with a hulking DSLR, but with a device that fits in his pocket. The occasion? Apple’s latest ‘Shot on iPhone’ campaign, timed to coincide with the legendary Ashes test cricket series against England. The star behind the lens was not just Sutton, but the brand-new iPhone 17 Pro—a smartphone that, according to Sutton and Apple, is redefining what’s possible in sports photography.
The campaign, which will soon be seen on billboards and screens across Australia, features stunning images of Marnus Labuschagne, Alex Carey, and bowler Scott Boland. It’s a showcase not only for the cricketers’ athleticism but for the technological leaps Apple has made since the iPhone’s earliest days. As Man of Many reports, every photo and video in the campaign was captured on the iPhone 17 Pro, a device boasting the much-lauded 48MP Pro Fusion camera array. The result? Consistent, high-resolution quality across all three rear-facing lenses—a far cry from the days when switching from wide to ultra-wide meant a noticeable drop in image fidelity.
“I think I take it for granted now, but it’s mind-blowing to have such a great camera in such a compact and durable device,” Sutton told Man of Many. “I wouldn’t take half the personal pictures I do without having such an accessible and high-quality camera. When using it in a professional capacity, it’s really freeing.”
That accessibility, according to Sutton, is not just about convenience. It’s about creative flexibility. “I love that I can position it anywhere quickly, attach it to anything, even face off a pro cricket player, and know that it’s going to survive and get the shot. That’s really liberating as a creative.”
For those who have followed the evolution of the iPhone, this moment is a testament to how far the device has come. Back in 2010, the iPhone 4 was making headlines for very different reasons. As The Verge recounts, the iPhone 4’s saga began with a dramatic leak—a prototype left in a bar, purchased and dissected by Gizmodo, sending shockwaves through the tech world. The resulting media frenzy set the stage for what would become one of the most scrutinized product launches in history.
The iPhone 4 introduced Apple’s own chips to its smartphone line and marked the company’s move away from exclusive carrier deals, notably AT&T. But it was also the subject of the infamous “Antennagate” controversy, where users reported dropped calls due to a design flaw. The backlash was so fierce that Apple CEO Steve Jobs held a press conference to address the issue—a rare move that underscored the intensity of public scrutiny the company faced. As The Verge notes, the iPhone 4’s silhouette became the archetype for smartphones for years to come, and its dramatic debut set the tone for the smartphone era.
Fast forward to 2025, and the iPhone 17 Pro is making headlines for its technical prowess rather than controversy. The Pro Fusion camera array ensures that every lens—whether ultra-wide, main, or telephoto—delivers the same high-resolution quality. This means photographers like Sutton can switch focal lengths without sacrificing image integrity, a significant leap from previous generations.
Here’s how the new camera system breaks down: the Fusion Ultra Wide offers a 13mm focal length, while the Fusion Main covers 24mm, 28mm, 35mm, and 48mm (2x). The telephoto lens reaches 100mm (4x) and extends to an impressive 200mm (8x optical-quality). For sports photography, where action can unfold at any distance, this versatility is a game-changer.
“Get close and embrace the Ultra Wide lens,” Sutton advises. “The iPhone is one of the few cameras that you can really get close to the action, and the wider lenses make the shots feel really dynamic.” He also recommends planning shots to maximize the transition from 8x zoom to Ultra Wide, using obstacles and creative compositions to add depth and intrigue.
But it’s not just about still images. The iPhone 17 Pro supports 4K/120fps HDR slow-motion video, a feature Sutton calls “massively important” for sports photography. “Now you can shoot 120fps at 4K in HDR. This gives you super high-resolution video with a high frame rate that was usually reserved for pro cameras. I love capturing people in motion with a moving camera, tracking with them as they move.”
Sutton’s favorite feature? The 8x zoom. “It allows you to push in and capture action far away before transitioning to super wides. It’s features like this that actually inform how you plan creative shots. The natural look of the 1x lens still makes it the most usable lens, but the 0.5 is great for super dynamic perspective to highlight movement and depth.”
For those who remember the iPhone 4’s debut, the contrast couldn’t be starker. The early 2010s were a time of experimentation and, at times, public embarrassment for smartphone makers. Apple’s annual launch strategy meant that each new device was under a microscope, and missteps like Antennagate became defining moments. Yet, as The Verge’s retrospective highlights, the iPhone 4 also set the stage for Apple’s relentless pursuit of innovation—ushering in the era of custom chips, new form factors, and a focus on camera technology that would only intensify in the years to come.
Photographers and consumers alike have benefited from this evolution. The notion that a phone could replace a point-and-shoot camera was once laughable; today, it’s a reality. As Man of Many’s behind-the-scenes account makes clear, the iPhone 17 Pro isn’t just a tool for amateurs—it’s a serious contender in the world of professional photography. And with campaigns like ‘Shot on iPhone’ featuring some of Australia’s most celebrated athletes, Apple is making sure the world takes notice.
Reflecting on the journey from the iPhone 4’s tumultuous launch to the iPhone 17 Pro’s creative triumph, it’s clear that Apple’s gamble on camera innovation has paid off. The best camera, as the saying goes, is the one you have in your pocket. For Jacob Sutton and a new generation of photographers, that camera just happens to be an iPhone.
