iPhone 16: A Camera Button Aimed Squarely at Content Creators

2 October 2024

Apple's iPhone 16 range went on sale last month, and the most telling addition isn't a chip or a colour — it's a physical button. Camera Control sits on the side of every model: press to shoot, slide to zoom, half-press to lock focus, exactly like a proper camera.

Why does a button matter? Because Apple has read the room. The world's best-selling camera is a phone, and the people using it most seriously are small businesses and creators filming their own marketing.

What the range offers a business owner

• Every model shoots excellent 4K video, with the Pro versions adding slow-motion 4K at 120fps and studio-grade audio mix options.
• Apple Intelligence — Apple's AI features — begins rolling out via software updates this autumn, bringing writing tools and photo clean-up on-device.
• The standard iPhone 16 covers 95% of what a small business needs to film; the Pro is for those editing heavily or shooting in poor light.

The takeaway

If your marketing plan says "we should do more video" and your excuse is equipment, that excuse now lives in your pocket. The button is a nudge: the camera you already own is more than good enough to start.