aespa brings new life to the Apple Collaboration through a bold, high-tech music video for “Dirty Work.” This marks Apple’s third Korea-based “Shot on iPhone” campaign and follows previous success with NewJeans. Legal issues with NewJeans led Apple to feature aespa, whose video highlights iPhone 16 Pro’s cinematic features.
Apple Collaboration Meets aespa in New Creative Project
Apple has launched a new campaign with aespa, showcasing the group’s new music video “Dirty Work.” The video was filmed entirely on the iPhone 16 Pro and marks Apple’s third major Korea-based “Shot on iPhone” project. Previous campaigns included director Park Chan-wook’s short film in 2022 and NewJeans’ “ETA” video in 2023, which used the iPhone 14 Pro. “ETA” won four awards at the One Show 2024 in New York and became part of Apple’s global advertising. It gained attention for featuring Apple’s logo with NewJeans’ iconic bunny ears, blending tech branding with K-pop charm.
Shift from NewJeans to aespa in Apple Collaboration
Despite the strong impact of the “ETA” campaign, Apple has now partnered with aespa. This change likely stems from an ongoing legal dispute involving NewJeans and their agency, ADOR, under HYBE. On May 29, a court accepted ADOR’s petition for indirect coercion. The ruling stated that if NewJeans members pursue independent activities without prior approval, they must pay 1 billion KRW per violation. The legal pressure has limited NewJeans’ ability to engage in external collaborations. As a result, Apple seems to have chosen aespa for this new project.
iPhone Cinematic Features Enhance aespa Performance
The “Dirty Work” music video highlights the advanced filming capabilities of the iPhone 16 Pro. Entire scenes were captured in 4K 120fps slow motion, especially during the main dance parts and the firework-filled climax. These high-frame-rate sequences were edited with controlled speed changes, adding visual drama and precision. Apple has also released short behind-the-scenes and how-to clips showing how users can access similar effects with just two taps. These guides are now available across TV, digital media, and social platforms including YouTube and Instagram.
Media Exposure Grows Through aespa and Apple Collaboration
The “Dirty Work” video premiered on Apple Music and official channels for aespa and SM Entertainment. Simultaneously, slow-motion videos and still images of each member were revealed across four large billboards in Seoul, including Hongdae, Sinsa, Cheonggye Plaza, and Samsung Station. The campaign also rolled out through digital ads and Apple’s global social media accounts. Apple Music features a summer playlist curated directly by aespa members, adding a personal layer to the promotional rollout. The combination of high-tech visuals and pop culture is drawing attention from fans worldwide.
Mixed Reactions Online After New Apple Collaboration with aespa
Online communities responded with strong opinions. On MLBPARK, many fans expressed disappointment that Apple did not continue with NewJeans. Some viewed it as a painful consequence of the ongoing legal dispute, and there was a sense of resignation about NewJeans stepping away from the spotlight. On theqoo, however, the tone was more positive. Users praised aespa’s performance and the overall quality of “Dirty Work.” This shift in attitude came shortly after SM Entertainment issued a legal warning against defamatory posts. Since then, hostile comments have mostly disappeared. A few sarcastic users still appeared, but rather than directly criticizing aespa, they mocked the campaign by saying they use Galaxy phones instead of iPhones.
Here’s a link to MLBPARK. Here’s a link to theqoo.
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They really nailed the concept from the very beginning, seriously… It feels like girl group lifespans don’t even apply to aespa, they just keep getting cooler and cooler.