Our ways of connecting and viewing are rapidly changing. The young generation does not participate in the same viewing rituals of cinema as their parents did — but that doesn’t mean they don’t yearn for it. This project presents the new IOS app, ‘Apple Theater’ by Apple, an idea that arose from the concept brief of introducing a new and disruptive product extension to a
globally established brand, for us that being Apple.
This application allows you to install a projector on your iPhone that displays superior quality projector screening through the phones’ high-resolution camera. Experience the thrill of the big screen viewing anywhere, including within the comfort of your own home. ‘Apple Theater’ lets you turn any surface indoors or outdoors into a theater, where you can watch your favorite movie or show anytime,
enjoying the big screen magic.