Rosé's 'New Trick' Teaser Sparks Backlash Over iPhone 18 Pro Integration

Key points

• Rosé’s solo single 'New Trick' releases on September 17 at 7 p.m. ET, accompanied by a music video directed by Dave Meyers.
• The video was filmed exclusively on the iPhone 18 Pro, which Apple unveiled on September 9 with a new 48MP Fusion Main camera featuring variable aperture control.
• Promotional images of Rosé holding an iPhone sparked online mockery, with netizens questioning the authenticity of the photos and suggesting the device was digitally inserted.
• Rosé described the song as a shift away from the 'sad songs' of her 2024 album 'rosie,' calling it a 'cute' and energetic track that channels pop-rock influences.
• The collaboration extends Apple's 'Shot on iPhone' campaign, which has previously featured artists like The Weeknd, Olivia Rodrigo, and Lady Gaga.

Background

This release follows Rosé’s successful 2024 debut album 'rosie' and her chart-topping collaboration 'APT.' with Bruno Mars, which peaked at No. 3 on the Billboard Hot 100. The timing coincides with Apple’s recent hardware launch, where the iPhone 18 Pro was highlighted for its camera innovations. In the broader tech landscape, competitors like Google have recently emphasized AI-driven photo editing tools, making Apple’s focus on native camera hardware capabilities a distinct strategic choice.

How outlets are covering it

Billboard and Vogue emphasize the artistic and commercial synergy of the project, highlighting Rosé’s shift toward a brighter musical tone and the prestige of the 'Shot on iPhone' campaign. ContentGrip analyzes the move as a sophisticated marketing strategy, noting that Apple is embedding its product into cultural content rather than using traditional ads, thereby leveraging Rosé’s visibility to demonstrate camera specs. In contrast, Koreaboo reports on the negative public reaction, focusing on netizens’ skepticism regarding the authenticity of promotional photos and the perceived over-reliance on digital manipulation. While industry outlets view the collaboration as a successful integration of technology and entertainment, fan communities remain divided, with some appreciating the creative direction and others criticizing the visual presentation.

Why it matters

The controversy highlights the growing tension between brand authenticity and digital manipulation in celebrity endorsements. For Apple, the success of this campaign depends on whether the cultural impact of Rosé’s music outweighs the skepticism surrounding its promotional imagery. For Rosé, it marks a pivotal moment in her solo career, signaling a new era of musical experimentation and high-profile commercial partnerships that could influence future K-pop marketing strategies.

What to watch

Fans can expect the full release of 'New Trick' and its accompanying music video on September 17. Rosé has indicated that her sophomore album is still in development, with no specific release date set for 2027. Apple may continue to leverage high-profile artists for its 'Shot on iPhone' campaign, potentially facing further scrutiny regarding the authenticity of its promotional materials.