ROSÉ's 'new trick' single debuts as Apple's first iPhone 18 Pro music video

Key points

• ROSÉ's new single, 'new trick,' releases on September 18 at 8 AM KST (September 17 at 7 PM ET).
• The music video was directed by Dave Meyers and filmed exclusively on the iPhone 18 Pro.
• The release is part of Apple's 'Shot on iPhone' campaign, following the September 9 launch of the iPhone 18 Pro.
• A 15-second teaser features ROSÉ holding a purple lollipop with the song title and includes lyrics about being 'lovesick.'
• This is ROSÉ's first solo release since her December 2024 album 'rosie' and her first solo track since June 2025.

Background

ROSÉ's solo career has been marked by significant global success, particularly with her 2024 collaboration 'APT.' with Bruno Mars, which peaked at No. 3 on the Billboard Hot 100. Her debut solo album, 'rosie,' was released in December 2024. This new single is expected to precede her sophomore album, which is slated for 2027. The release also follows a period where BLACKPINK members have pursued individual solo schedules.

How outlets are covering it

Allkpop and Billboard confirm the release date and the collaboration with Apple, noting the video was shot on the iPhone 18 Pro. ContentGrip frames the release as a strategic marketing move, arguing that Apple is using the music video as a 'soft promo' to demonstrate the new phone's camera capabilities through entertainment rather than a traditional advertisement. Maeil Economic Daily highlights the timing, noting the release coincides with the iPhone 18 Pro's launch, and emphasizes ROSÉ's previous chart success with 'APT.' All sources agree on the involvement of director Dave Meyers, who has previously worked with artists like Taylor Swift and Kendrick Lamar.

Why it matters

This release marks a significant return for ROSÉ as a solo artist and showcases Apple's continued strategy of integrating its hardware into high-profile cultural moments. The 'Shot on iPhone' campaign leverages the visibility of major artists to demonstrate the creative potential of its devices, turning a product launch into a cultural event.

What to watch

Fans can expect the full release of 'new trick' and its music video on September 18. The track is anticipated to introduce a new sound for ROSÉ, featuring distorted electric guitar and layered vocals, as hinted in the teaser. This single is also expected to serve as a precursor to her upcoming sophomore album in 2027.