- Rosé will release a new solo single titled “New Trick,” with an official music video filmed entirely on Apple’s new iPhone 18 Pro.
- Award-winning music video director Dave Meyers directed the project as part of Apple’s long-running “Shot on iPhone” campaign.
- The single and video arrive globally on September 17, 2026 (September 18 KST).
- This release represents Rosé’s first commercial collaboration with Apple, broadening her endorsement roster into consumer electronics following major deals with footwear and denim brands.
Global pop superstar Rosé has joined forces with tech giant Apple for its high-profile “Shot on iPhone” series. Her management agency, The Black Label, announced that the music video for her upcoming solo single, “New Trick,” was recorded entirely on Apple’s newly introduced iPhone 18 Pro.
Acclaimed filmmaker Dave Meyers, who directed the video for BLACKPINK’s 2025 chart-topping single “Jump,” directed the shoot.
Both Apple and Rosé shared a 15-second teaser featuring an electric-guitar riff and a purple lollipop stamped with “Shot on iPhone 18 Pro,” confirming the release date for September 17, 2026 (September 18 in South Korea).
This project marks Rosé’s first promotional partnership with Apple. However, the tech company has a proven record of collaborating with top-tier musicians to showcase its camera systems. Past “Shot on iPhone” visual releases have featured The Weeknd with “Dancing in the Flames,” Olivia Rodrigo with “Get Him Back!”, Lady Gaga with “Stupid Love,” and Selena Gomez with “Lose You to Love Me”.
The Apple campaign continues a banner solo run for the singer. After releasing her debut studio album rosie in late 2024, Rosé earned historic worldwide acclaim with “APT.,” her joint single with Bruno Mars that peaked at number three on the Billboard Hot 100.
In an interview with Vogue, Rosé revealed that she wrote “New Trick” in New York just two days after attending the 2026 Met Gala, noting that the track brings an upbeat, energetic tone compared to the moodier ballads on her debut record.
The launch adds to Rosé’s growing commercial footprint, following recent summer campaigns fronting the Puma Speedcat Etoile sneaker and headlining Levi’s Fall/Winter 2026 “Keep It Loose” rollout.
Takeaways
Rosé’s partnership with Apple illustrates how high-profile music videos have evolved into synchronized product launches. Instead of viewing corporate endorsements and creative releases as separate efforts, global artists are turning their music videos into real-time showcases for consumer hardware.
For Apple, partnering with Rosé taps directly into a passionate, digitally native audience during its most critical retail window of the year.
For Rosé, transitioning from apparel and athletic wear into premier consumer electronics solidifies her standing as a commercial powerhouse whose appeal goes far beyond fashion ambassadorships.
Will high-profile music videos filmed on mobile hardware encourage more rising artists to forgo expensive studio cameras in favor of smartphone production? Does Rosé’s deal with Apple signal that more K-pop soloists will transition from luxury fashion houses into massive consumer electronics campaigns?
