{"id":1571,"date":"2017-05-18T01:54:33","date_gmt":"2017-05-18T00:54:33","guid":{"rendered":"http:\/\/www.picturedesk.co.uk\/news\/?p=1571"},"modified":"2017-05-18T08:23:12","modified_gmt":"2017-05-18T07:23:12","slug":"the-professional-photographer-vs-the-iphone","status":"publish","type":"post","link":"http:\/\/www.picturedesk.co.uk\/news\/2017\/05\/the-professional-photographer-vs-the-iphone\/","title":{"rendered":"The Professional Photographer Vs The iPhone"},"content":{"rendered":"

\"1294346_446715638765955_598129959_o\"<\/p>\n

\u00e2\u20ac\u02dcJust shoot it on your iPhone!\u00e2\u20ac\u2122<\/strong>\u00c2\u00a0 has to be the most common quote of every marketing department throughout the land right now.<\/p>\n

and<\/p>\n

\u00e2\u20ac\u02dcBLOODY iPHONES!!!\u00e2\u20ac\u2122<\/strong>\u00c2\u00a0 is the No.1 thread of discussion in every Professional Photography Forum online!<\/p>\n

I actually don\u00e2\u20ac\u2122t hate the iPhone and its built-in camera, I love it!\u00c2\u00a0 It is sensational to have the ability to record any moment at any time anywhere.\u00c2\u00a0 No one forgets to bring a camera and the convenience to post on social media as it happens is a phenomenon. Many times I have made the judgment call not to take my bulky SLR out with me and opted to cover a personal moment using just my phone.<\/p>\n

\"IMG_0964\"<\/p>\n

Professionally I would have to have a gun to my head to do the same on an actual paying job and that is exactly the point of this article.<\/p>\n

If you said to a Professional Photographer 15 years ago that one day there will be a piece of kit no bigger than your hand, wide angle f1.8 and telephoto f2.8 lenses (that can take pin sharp images if used right), 4000×3000 image resolution and the ability built-in to upload images anywhere in the world, you would of had a waiting list of pro\u00e2\u20ac\u2122s putting their names down screaming to have this technology! Did I say it can also make phone calls! If you fast forward to 2017, no professional photographer will go near one on an actual paying job!\u00c2\u00a0 Crazy really considering our bulky, expensive, but superb camera equipment can\u00e2\u20ac\u2122t do half the things the iPhone can.<\/p>\n

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So what is the problem with the iPhone? The real bone of contention I have is one that has existed ever since modern camera photography began and is increased tenfold by camera marketing departments.\u00c2\u00a0 Just because a camera is of exceptional quality, that doesn\u00e2\u20ac\u2122t necessary guarantee you will take great pictures!\u00c2\u00a0 That part is done by the operator and some are better than others.\u00c2\u00a0 Even professional cameras produce poor results if operated by someone with little understanding of photography and that is the problem we have right now.\u00c2\u00a0 A massive amount of professional social media image content is being created and fed by camera phones operated by completely unskilled people.\u00c2\u00a0 Just to repeat in case you missed my point.\u00c2\u00a0 Professional social media content being created by unskilled amateurs.\u00c2\u00a0 There wouldn\u00e2\u20ac\u2122t be an argument here if the images were all good, but sadly the majority are mediocre to poor.<\/p>\n

\"931391_366562043447982_2124399210_n\"<\/p>\n

The iPhone is a brilliant point and shoot. There is nothing wrong with it at all.\u00c2\u00a0 The camera is fully automatic and has been brilliantly designed to work in most environments.\u00c2\u00a0 Some photos are better than others and that is just the way of the world.\u00c2\u00a0 Some people have a flair for image making and some don\u00e2\u20ac\u2122t. \u00c2\u00a0But also the iPhone has limitations as does every point and shoot camera. \u00c2\u00a0This is why professionals use cameras which can be controlled and used accordingly to a given situation. \u00c2\u00a0A skilled image maker understands those limitations and adapts to its short comings. \u00c2\u00a0I know I said the iPhone is exceptional, it is! But the quality isn’t that great\u00c2\u00a0if you compare it to a professionally shot image. \u00c2\u00a0The iPhone is exceptional because of its convenience in modern society.<\/p>\n

\"IMG_3364\"<\/p>\n

Major companies and business\u00e2\u20ac\u2122 are increasingly using the power of social media as a tool to communicate with their \u00e2\u20ac\u02dcfollowers\u00e2\u20ac\u2122(customers).\u00c2\u00a0 The quickest and most simple method to create content is to do this via their phone.\u00c2\u00a0 It appeals to the voyeuristic and the sense of \u00e2\u20ac\u02dcbeing there\u00e2\u20ac\u2122 helps an audience connect.\u00c2\u00a0 An image posted of an event \u00e2\u20ac\u02dcas it happens\u00e2\u20ac\u2122 suggests a less calculated approach to marketing therefore more trustworthy and \u00e2\u20ac\u02dcreal\u00e2\u20ac\u2122 than a carefully constructed campaign.\u00c2\u00a0 If done well it works!<\/p>\n

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Because it is \u00e2\u20ac\u02dconly the internet\u00e2\u20ac\u2122 very little budget, skill or forethought is being allocated to creating good content. Why get a Professional when anyone can do it?\u00c2\u00a0 If you have a global reach of millions then surely it is worth making your output as impressive as your company?\u00c2\u00a0 Not taint the brand with poorly shot images taken on a phone.<\/p>\n

\"IMG_6280\"<\/p>\n

\u00e2\u20ac\u02dcCome on, it ain\u00e2\u20ac\u2122t rocket science\u00e2\u20ac\u2122 I once overheard, as a marketing employee held a camera high above his head to shoot an event on his iPhone.\u00c2\u00a0 The picture published on-line shortly after was terrible and showed a bald head in the foreground of the frame. The background was totally bleached out.\u00c2\u00a0 It was hard to tell what the event was but because it was on the official feed the viewer already knew what it was thus making it vaguely acceptable.\u00c2\u00a0 That image was shared tens of times and liked by over 600 people.\u00c2\u00a0 So in theory that was successful marketing.\u00c2\u00a0 It has to be, it was shared and liked and went viral all over the world.<\/p>\n

If you now analyse how that same moment could of been captured by an experienced image maker (I won\u00e2\u20ac\u2122t say Professional Photographer) using a camera phone, then that measurement of success is put into perspective.<\/p>\n

An experienced photographer would look at everything happening, calculate what the marketing department was trying to illustrate and produce an image fit for purpose.\u00c2\u00a0 That shot would be taken from a carefully considered position including all relevant content, well composed with the timing precisely right. All this whilst making allowances for the limitations of the technology.<\/p>\n

\"12052606_722922037811979_3850566414693572480_o\"<\/p>\n

Alternatively they would probably have suggested a phone isn\u00e2\u20ac\u2122t the ideal tool and insisted on using professional camera equipment which has the ability to capture the moment perfectly.\u00c2\u00a0 If the event has colour and excitement a professional can illustrate that, persuading the viewer to connect with that business or product.\u00c2\u00a0 The viewer has an urge to tell the world \u00e2\u20ac\u02dcWOW! CHECK THIS OUT!\u00e2\u20ac\u2122.\u00c2\u00a0 The image is shared on the internet in thousands and creates a viral buzz whilst upholding that brands high standards.<\/p>\n

\"IMG_2938\"<\/p>\n

Going back to my previous article \u00e2\u20ac\u02dcThe Photographer Vs The Internet\u00e2\u20ac\u2122\u00c2\u00a0 I asked the question why an image has more value in print than used on-line? The exact same question can be directed at marketing departments.\u00c2\u00a0 Why are thousands spent creating a companies branding but so little is spent when used on the front line of it\u00e2\u20ac\u2122s global audience of millions on social media?\u00c2\u00a0 Advertising no longer has to be tailored for an exact demographic or targeted to certain audiences.\u00c2\u00a0 A captive audience have already made a connection by following or liking a post online, allowing content to be delivered direct. Communication with an audience was once a calculated process with a precise strategy but that is no longer necessary. The message doesn\u00e2\u20ac\u2122t have to be displayed on a bill board on a customers particular route to work or on the back page of their favourite magazine.\u00c2\u00a0 Promotion can now be done with a single click from a phone to potentially millions of customers. It is an impressive amount of power -\u00c2\u00a0 that is being abused.<\/p>\n

\"13575760_853228744781307_5875629048152502298_o\"<\/p>\n

Obviously a \u00c2\u00a35000 camera with a \u00c2\u00a32000 piece of glass is going to produce a better image than a phone but isn\u00e2\u20ac\u2122t it overkill?\u00c2\u00a0 That may have been the case at the turn of this century but these days the quality of our devices are able to display to a much higher definition than ever before.<\/p>\n

Nikon & Canon have also got to get their act together fast. They have to build into their cameras a direct connection to the iPhone as standard.\u00c2\u00a0 I don\u00e2\u20ac\u2122t want expensive additional bolt-ons but a blue tooth connection (I would settle for a lead) direct to my phone so within seconds of shooting I have the ability to upload to social media as easily as the iPhone can.\u00c2\u00a0 Just a simple paid for App that automatically does a quick RAW edit into a medium size JPEG ready for distribution.\u00c2\u00a0 Simple.<\/p>\n

If this doesn\u00e2\u20ac\u2122t happen and happen soon more and more jobs and commissions will be lost. Come on Nikon\/Canon throw us a rope!<\/p>\n

But the client doesn\u00e2\u20ac\u2122t want the extra admin of having to deal with commissioning a pro! Why should they wait for the photographer to download, edit and upload when it could just be done on their iPhone? In our minds it is obvious. The quality will be exceptional and the editing will ensure the images uploaded will be sensational.\u00c2\u00a0 Guaranteed viral power!<\/p>\n

\"12186280_736498029787713_3200651152966357909_o\"<\/p>\n

Us professionals know that but a large proportion of businesses simply don\u00e2\u20ac\u2122t get it and refuse to accept it.\u00c2\u00a0 You could argue that a post online is not necessary always trying to sell you something and it is just a snap to keep a global audience informed. This is very true but it is still the \u00e2\u20ac\u02dcshop window\u00e2\u20ac\u2122 and without care it can look a disaster.<\/p>\n

\"13392192_841709162599932_7657048837483273890_o\"<\/p>\n

An experienced professional photographer approaches image capture with a totally different set of skills that are mostly performed sub-concisely – regardless of the camera in his or her hands.\u00c2\u00a0 Light, composition and timing are calculated in the split second before the button is touched.\u00c2\u00a0 To a professional it just comes naturally, from working day in and day out taking thousands and thousands of photographs.\u00c2\u00a0 Absorbing knowledge which is processed neurally to be recalled automatically when a situation presents itself.\u00c2\u00a0 We also appreciate a shoot for social media isn\u00e2\u20ac\u2122t the same as a Corporate brochure or a front cover.<\/p>\n

\"BARNS<\/p>\n

So if you ask me what I think of the iPhone I will tell you, I love it! \u00c2\u00a0 But what I think of its pictures depends on who is operating it.<\/p>\n

\"IMG_3325\"<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

\u00e2\u20ac\u02dcJust shoot it on your iPhone!\u00e2\u20ac\u2122\u00c2\u00a0 has to be the most common quote of every marketing department throughout the land right now. and \u00e2\u20ac\u02dcBLOODY iPHONES!!!\u00e2\u20ac\u2122\u00c2\u00a0 is the No.1 thread of discussion in every Professional Photography Forum online! I actually don\u00e2\u20ac\u2122t … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1571","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"http:\/\/www.picturedesk.co.uk\/news\/wp-json\/wp\/v2\/posts\/1571","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.picturedesk.co.uk\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.picturedesk.co.uk\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.picturedesk.co.uk\/news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.picturedesk.co.uk\/news\/wp-json\/wp\/v2\/comments?post=1571"}],"version-history":[{"count":10,"href":"http:\/\/www.picturedesk.co.uk\/news\/wp-json\/wp\/v2\/posts\/1571\/revisions"}],"predecessor-version":[{"id":1614,"href":"http:\/\/www.picturedesk.co.uk\/news\/wp-json\/wp\/v2\/posts\/1571\/revisions\/1614"}],"wp:attachment":[{"href":"http:\/\/www.picturedesk.co.uk\/news\/wp-json\/wp\/v2\/media?parent=1571"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.picturedesk.co.uk\/news\/wp-json\/wp\/v2\/categories?post=1571"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.picturedesk.co.uk\/news\/wp-json\/wp\/v2\/tags?post=1571"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}