Apple used photos of two iconic Lisbon landmarks – the 25 April Bridge and the Bairro Alto neighbourhood – to prove the quality of the camera and its images.
The snapshots were shown to an audience at the 1,000-seat Steve Jobs theatre at Apple Park in San Francisco during a presentation of the new phones, and shared with more than 70 million people worldwide as part of the global online marketing production.
Addressing the images at the presentation, Apple vice-president of Marketing, Phil Schiller, commented to the audience: “This is absolutely beautiful! But this is not the Golden Gate Bridge. This was taken in Portugal.”
That kind of exposure would have, according to leading software research company Cision, cost more than €14 million euros should a regular digital media campaign to reach as many people have been drawn up at standard market prices.