Angela Ahrendts, chief executive officer of Burberry Group Plc, discusses the company’s beauty business strategy and technology collaboration with Apple Inc.

She spoke yesterday in London with Bloomberg Television’s Francine Lacqua.

Apple and Burberry announced that iPhone 5s is being used to capture and share beautiful photos and video before, during and after the Burberry runway show in London on Monday, September 16. Using the all-new iSight camera on iPhone 5s, Burberry is shooting high quality photos and video for runway and beauty looks, product details, and backstage moments. The collaboration is reimagining how Burberry engages consumers, paving the way for significant changes in how they capture and share their content.

“iPhone 5s makes it even easier to take great photos with the world’s most popular camera,” said Greg Joswiak, Apple’s vice president of iPhone & iOS Product Marketing, in a statement. “We’re thrilled to see the amazing photos and HD video Burberry has captured with the incredible all-new iSight camera.”

“This collaboration celebrates our relationship and shared foundation in design and craftsmanship. We have a mutual passion for creating beautiful products and unlocking emotive experiences through technology, which has made it intensely exciting to explore the capabilities of iPhone 5s,” said Christopher Bailey, Burberry Chief Creative Officer, in a statement. “We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”


 
Photos and video shot exclusively on iPhone 5s can be seen on www.burberry.com.

Direct link to video here.