I guess you can say that this is where Fashion meets Technology.
If you are looking what the latest Iphone 5s can do especially its video capabilities, this is the perfect reference. The famous British luxury fashion house Burberry has an event that is shot entirely using the latest Apple 5S — thanks to the head retail for Apple which is also the former CEO of Burberry for making this possible.
To see the true video resolution of the Apple Iphone 5S on those video, switch the resolution of the player to 720p.
With this promotion, does Apple can compete with Nokia's monster camera phone Lumia 1020 and Pureview 808? Or if Apple is creating a brand awareness and targeting the luxury segment, does Apple can compete and can stand a chance with the renowned Italian luxury phone maker Vertu? Guess this is all brand awareness on different market here.
This approach is similar with Korean phone maker LG which collaborated with PRADA and Samsung with Giorgio Armani.