Apple's Latest Ad Highlights iPhone 16's New Camera Control Button - MacRumorsOpen MenuShow RoundupsShow Forums menuVisit ForumsOpen Sidebar
Skip to Content

Apple's Latest Ad Highlights iPhone 16's New Camera Control Button

Apple today shared a video ad that highlights the new Camera Control on the latest iPhone 16 models, offering a quick look at the button in action.


While the ad is for the iPhone 16 Pro, the Camera Control is available on all four iPhone 16 models. The button provides quick access to the iPhone's camera, and you can press or swipe on it to adjust functions like zoom, depth of field, and more. In addition, an iOS 18 software update coming later this year will enable the Camera Control to automatically lock focus and exposure on a subject with a light press.

All four iPhone 16 models launched in the U.S. and many other countries on September 20.

Related Roundup: iPhone 16
Related Forum: iPhone

Popular Stories

Switch to Safari

Apple Explains Why Chrome Users Should 'Switch to Safari'

Tuesday October 13, 2026 5:29 am PDT by
Apple has launched a new "Switch to Safari" marketing campaign that encourages Chrome users to switch to Safari as their web browser of choice on the Mac. "Safari is a more powerful and private browser than Chrome," says Apple. Apple has a new "Switch to Safari" page on its website that outlines more than 10 reasons that Chrome users should switch to Safari, including faster performance...
apple watch survival video

Apple Shares New Apple Watch Survival Stories

Tuesday October 27, 2026 4:20 pm PDT by
Apple today continued with its "True Apple Watch Story" series, featuring two more people who credit the Apple Watch with saving their lives. In the first video, Morgan tells the story of how her Apple Watch woke her up with high heart rate alerts. She ended up having a kidney infection and was going into septic shock. The second video features a man named Josh, who used the Apple...
apple card apple ad

Apple Shares New 'Apple Card: Apply and Use in Minutes' Ad

Friday November 6, 2026 9:22 am PST by
Apple today shared a new Apple Card ad highlighting how quick it is to apply, get approved, and make purchases. In the spot, a therapist is listening to a patient drone on when a cheap flight pops up on her iPhone. Her wallet is across the room and she can't get up to grab it, so she opens up the iPhone Wallet app, applies for an Apple Card, and is able to purchase a flight within a couple...

Top Rated Comments

27 months ago
I hate this button:
1. It is so difficult to use (the swiping, double light tapping, etc)
2. It makes taking a photo take way too long
3. The cut-outs in the cases trick me into always thinking thats the top left of the phone, rather than the bottom right
4. Out of the box, it's just yet another (5th) way to open the camera app.
5. Nobody asked for it. Nobody needs it. Nobody likes it.

I was a fan of the Macbook Touchbar, but now I understand the hate the touchbar got with the way this stupid button pisses me off.
Score: 35 Votes (Like | Disagree)
Kylo83 Avatar
27 months ago
apple says it makes things easier, are they having a laugh everything is harder and slower. If this is what apple think now I am worried for the future of apple.
everything is easier using the on screen display like before, and the button is to hard causes phone shake. Apple have lost the plot
Score: 29 Votes (Like | Disagree)
27 months ago
Most unnecessary feature ever added to an iPhone

"Another year we have nothing new to add to our iPhone. I know, let's add another button"
Score: 24 Votes (Like | Disagree)
27 months ago
This is such a gimmick.
Score: 21 Votes (Like | Disagree)
kiensoy Avatar
27 months ago
Steve Jobs said it during the reveal of the first iPhone... you have that beautiful big touchscreen for any type of controls you need, then they go and add this button with a little island of tiny controls crammed in it.
Score: 19 Votes (Like | Disagree)
27 months ago
Now Apple is adding clumsy features to its products only for the sake of being able to claim it changed something but without actually making the product better or more useful. If anything, it’s worse as it makes case designs more complicated. This certainly goes against the founder’s vision of making things simpler rather than unnecessarily over-complicated. It’s just sad, really.
Score: 16 Votes (Like | Disagree)
Latest Stories
Apple Store Subscription Sign-Up Controversy Exposed
Apple Store Subscription Sign-Up Controversy Exposed
56 minutes ago
Siri AI Rumored to Become 'More Like an Agent' as Early as Next Year
Siri AI Rumored to Become 'More Like an Agent' as Early as Next Year
11 hours ago
Apple Taking New Approach to Developing iOS 28 and macOS 28
Apple Taking New Approach to Developing iOS 28 and macOS 28
13 hours ago
Early Apple Black Friday Deals on Apple Watch, MacBook Air, and More
Early Apple Black Friday Deals on Apple Watch, MacBook Air, and More
1 day ago
'Backglow' Lets You Customize New MacBook Pro's Glowing Apple Logo
'Backglow' Lets You Customize New MacBook Pro's Glowing Apple Logo
1 day ago
Top Stories: Apple Product Launches, iOS 27.3 Beta, and More
Top Stories: Apple Product Launches, iOS 27.3 Beta, and More
2 days ago
More Fun iPhone Duo Apps: 30 New Picks to Try
More Fun iPhone Duo Apps: 30 New Picks to Try
2 days ago
Hands-On With Apple's New OLED Touchscreen MacBook Pro
Hands-On With Apple's New OLED Touchscreen MacBook Pro
2 days ago
Apple Store With All-New Design Opening Soon in Southern California
Apple Store With All-New Design Opening Soon in Southern California
2 days ago
Control the Glowing Apple Logo on Your New MacBook Pro
Control the Glowing Apple Logo on Your New MacBook Pro
2 days ago
Apple Shares New 'Apple Card: Apply and Use in Minutes' Ad
Apple Shares New 'Apple Card: Apply and Use in Minutes' Ad
2 days ago
Apple Says More Than 100,000 Apps Optimized for iPhone Duo, Here's What's Still Missing
Apple Says More Than 100,000 Apps Optimized for iPhone Duo, Here's What's Still Missing
2 days ago
Early Black Friday Deals Kickoff With Steep Discounts on Apple Watch Ultras and More
Early Black Friday Deals Kickoff With Steep Discounts on Apple Watch Ultras and More
3 days ago
The MacRumors Show: iOS 27.3 Looks Like a Huge Update
The MacRumors Show: iOS 27.3 Looks Like a Huge Update
3 days ago
Best Buy's Black Friday Event Begins With Sitewide Savings on Apple, TVs, More
Best Buy's Black Friday Event Begins With Sitewide Savings on Apple, TVs, More
3 days ago
Apple Releasing Yet Another Two New Products Next Week
Apple Releasing Yet Another Two New Products Next Week
3 days ago
MacBook Air Drops to Lowest Price in Months With Amazon's $250 Discount
MacBook Air Drops to Lowest Price in Months With Amazon's $250 Discount
3 days ago
Apple Rumored to Drop the iPhone's Action Button Next Year
Apple Rumored to Drop the iPhone's Action Button Next Year
3 days ago
Apple's Extended Return Policy Now in Effect for 2026 Holiday Season
Apple's Extended Return Policy Now in Effect for 2026 Holiday Season
3 days ago
Apple Music Classical Updated With New Icon and Refreshed Design
Apple Music Classical Updated With New Icon and Refreshed Design
3 days ago
OLED iPad Mini, M6 iMac, and New MacBook Pros Available From Today
OLED iPad Mini, M6 iMac, and New MacBook Pros Available From Today
3 days ago
Apple Surveys iPhone Duo Buyers About Crease and Camera
Apple Surveys iPhone Duo Buyers About Crease and Camera
3 days ago
Apple's First Touchscreen Mac is Now Arriving to Customers
Apple's First Touchscreen Mac is Now Arriving to Customers
3 days ago
Claude Gets Personal Finance Feature With Bank Account Linking
Claude Gets Personal Finance Feature With Bank Account Linking
3 days ago
Apple Arcade Adds Crossy Road Rush and NBA 2K27
Apple Arcade Adds Crossy Road Rush and NBA 2K27
3 days ago
Apple's New HomeView Smart Home Hub: Here's How Much RAM It Has
Apple's New HomeView Smart Home Hub: Here's How Much RAM It Has
3 days ago
iPad Mini vs. iPad Air Buyer's Guide: Now Just $50 Apart
iPad Mini vs. iPad Air Buyer's Guide: Now Just $50 Apart
3 days ago
First iOS 27.3 and macOS Golden Gate 27.3 Public Betas Now Available
First iOS 27.3 and macOS Golden Gate 27.3 Public Betas Now Available
3 days ago
Apple Announces a New Mac Sales Record
Apple Announces a New Mac Sales Record
3 days ago
Paid $200 for Logic Pro? Apple Says You Won't Get This New Feature
Paid $200 for Logic Pro? Apple Says You Won't Get This New Feature
3 days ago