Burberry Uses iPhone 5s to Capture Spring/Summer 2014 Runway Show

  Burberry Uses iPhone 5s to Capture Spring/Summer 2014 Runway Show

Burberry & Apple Collaborate to Share Runway Show Experience

Business Wire

CUPERTINO, Calif. & LONDON -- September 12, 2013

Apple® and Burberry today 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. “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. “We’re inspired by what
this could mean for the future as we continue to explore the merging of
physical and digital experiences.”

Through photos and video shot exclusively on iPhone 5s, consumers globally can
share in the anticipation of the show build up, as well as the excitement of
the day itself, across Burberry social media channels and on www.burberry.com
starting today. In addition, customers can watch the show live on Monday,
September 16, at 2:30 p.m. GMT+1 at www.burberry.com.

Pricing & Availability

iPhone 5s comes in gold, silver or space gray, and will be available in the US
for a suggested retail price of $199 (US) for the 16GB model, $299 (US) for
the 32GB model and $399 (US) for the 64GB model*. iPhone 5s will be available
from the Apple Online Store (www.apple.com), Apple’s retail stores, and
through AT&T, Sprint, T-Mobile, Verizon Wireless and select Apple Authorized
Resellers. iPhone 5s will be available in the US, Australia, Canada, China,
France, Germany, Hong Kong, Japan, Puerto Rico, Singapore and the UK on
Friday, September 20.

* For qualified customers.

Apple designs Macs, the best personal computers in the world, along with OS X,
iLife, iWork and professional software. Apple leads the digital music
revolution with its iPods and iTunes online store. Apple has reinvented the
mobile phone with its revolutionary iPhone and App Store, and is defining the
future of mobile media and computing devices with iPad.

Burberry, the world’s leading digital luxury brand, is headquartered in
London. Founded in 1856, it is listed on the London Stock Exchange (BRBY.L)
and is a constituent of the FTSE 100 index.

The Burberry Prorsum Spring/Summer 2014 runway show will take place on Monday,
September 16, at 2:30 p.m. GMT+1, and will be available to view live and
on-demand at www.burberry.com.

NOTE TO EDITORS: For additional information visit Apple’s PR website
(www.apple.com/pr), or call Apple’s Media Helpline at +1 (408) 974-2042.

© 2013 Apple Inc. All rights reserved. Apple, the Apple logo, Mac, Mac OS,
Macintosh, iPhone and iSight are trademarks of Apple. Other company and
product names may be trademarks of their respective owners.


Sarah O'Brien, +1 408-783-2400
Jenna Littler, +44 203 367 4010
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