Burberry CEO discusses iPhone 5s collaboration with Apple

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.


  1. “Technology alone is not enough. It’s technology married with the liberal arts, married with the humanities, that yields us the results that make our hearts sing.”

    Steve Jobs, March 2, 2011

  2. I’m just happy Apple is making all sorts of inroads with its products. Whether gay or straight clientele, money is money. Apple might as well go up to bat, swinging from both sides of the plate.

  3. For the love of Pete, MDN, how much longer are we going to see a big black box with “You need to have the Adobe Flash player to view this content”! It’s 2013, Flash is dead in the water, most people will be viewing this on iDevices, so GET. IT. SORTED!

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