Apple chooses aespa over NewJeans, unveils iPhone-shot performance video

Apple, which had previously collaborated with NewJeans, has now chosen to team up with aespa.

On June 9, Apple Korea announced the release of the performance video for aespa’s new song “Dirty Work,” which was shot entirely on the iPhone 16 Pro. 

This marks the third installment of Apple’s “Shot on iPhone” campaign produced in Korea, following director Park Chan Wook’s 2022 short film 'Life is But a Dream' and NewJeans’ 2023 “ETA” music video.

The “ETA” video, filmed with the iPhone 14 Pro, earned four awards at the One Show 2024 advertising festival in New York last year. As part of Apple’s global ad campaign, the video even featured a rabbit ear motif on the Apple logo, symbolizing NewJeans and gaining viral attention.

However, due to the ongoing contract dispute between NewJeans and ADOR, a subsidiary label under HYBE, Apple appears to have shifted its focus to aespa. 

Previously, ADOR’s former CEO, Min Hee Jin, stirred controversy by revealing a text from HYBE Chairman Bang Si Hyuk, asking, “You can stomp on aespa, right?” before NewJeans' debut.

On May 29, the court ruled in favor of ADOR’s request for an indirect compulsory order, stating that if NewJeans conducts independent activities without ADOR’s prior approval, each member would be fined 1 billion KRW (approx. 720,000 USD) per violation.

aespa’s “Dirty Work” music video was shot entirely on the iPhone 16 Pro, with key “killing parts” captured in 4K 120fps slow motion. The dance sequences, recorded in high resolution and high frame rate, were edited with varied playback speeds to create more dramatic visuals. The final scene, which includes fireworks, also utilizes the iPhone’s slow-motion capabilities.

Apple has released a 30-second behind-the-scenes video and 15-second “how-to” clips explaining how to shoot in 4K 120 slow motion, which are available on TV, digital platforms, social media, Apple Korea’s YouTube channel, and Apple’s global Instagram account. According to Apple, users can achieve high-quality results with just two simple taps.

The “Dirty Work” performance video by aespa is available from midnight on Apple Music, SM, and aespa’s official YouTube channels. The “Shot on iPhone 16 Pro” campaign ad will also air at the same time on TV, digital platforms, and social media, including Apple Korea’s YouTube channel. Slow-motion clips and photos of each aespa member shot on iPhone will be displayed on four outdoor billboards across Seoul, in Hongdae, Sinsa-dong, Cheonggyecheon Plaza, and Samseong Station, and on aespa’s official Instagram account.

Additionally, Apple Music will exclusively feature a playlist curated by aespa titled, “aespa’s Refreshing Summer Music.”