Apple highlights all Camera Control capabilities in new iPhone 16 video

Apple has a new video out promoting the iPhone 16. While previous ads have spotlighted the forthcoming Apple Intelligence features, this latest video is all about Camera Control. And if you pay close attention, you’ll notice a key detail about Apple’s intended use for the new button.

New ad shows off Camera Control’s powers

One of the biggest changes to this year’s iPhone is a new multi-functional button: Camera Control. The button enables quick access to the camera, but also supports gestures to change controls inside Apple’s Camera app. Apple shows all of this off in its latest ad for the iPhone 16.

In any other year, Camera Control might have been exclusive to the Pro models. But Apple has added it even to the base iPhone 16.

Landscape is the way Camera Control works best

The first thing I noticed in Apple’s ad is that Camera Control is only ever shown in landscape. Which explains a lot. I’ve struggled to get as much utility from the feature as I think I should. I take most of my photos in portrait orientation (holding my iPhone vertically). And using Camera Control’s advanced features can be a challenge—so much so that I’ve basically stripped it down to a simple capture button.

The forthcoming visual intelligence features in iOS 18.2 will make Camera Control great for vertical use too. But until then, as Apple’s ad demonstrates, horizontal two-handed use is how Camera Control works best.