The iPhone 17 series took center stage at Apple's "Far Out" September 2025 event, held on September 10th. At this tech showcase, Apple, as always, demonstrated the new iPhone's imaging capabilities through professionally shot example footage. Making another appearance as an "old friend," SmallRig was once again featured in the event's videos, marking its fourth consecutive year being showcased at an Apple launch event.

[Image from Apple Event Video Showing SmallRig iPhone Expansion Kits]
(Image Source: Related Apple Event Video)

Apple stated that the iPhone 17 Pro and Pro Max feature "the best camera system ever in an iPhone." A significant portion of the iPhone 17 Pro segment was dedicated to its imaging system, highlighting features like triple 48MP cameras, ProRes RAW upgrades, Genlock and timecode support, 4K 120fps Dolby Vision, and support for up to 40x digital zoom, effectively providing the equivalent of eight professional camera lenses.

Coinciding with the launch, SmallRig's comprehensive series of professional expansion accessories, meticulously designed for the iPhone 17 Pro series, were also unveiled and made available. This "external gear" system aims to "power up" creativity through its comprehensive, modular, and professional design, fully unleashing the imaging potential of the iPhone 17 Pro series. It empowers every user to easily "shoot like a Pro, play with new ideas," and access a more exciting professional mobile filmmaking experience.

The latest offering from SmallRig is an interconnected "Mobile Creation System." At its core are a foundational phone case and an expansion frame, which unlock a myriad of possibilities through accessories like lens filters, add-on lenses, wireless smart grips, filming handles, and a 3-in-1 combo unit integrating a power bank, cooler, and hub. From enhancing grip comfort and stability to providing solutions for complex lighting and overall image quality, users can freely mix and match components based on their creative scenario. From binge-watching shows and mobile conferencing to vlogging, professional documentaries, and creative short films — it meets all needs in one stop.

Since the launch of the iPhone 13 series in 2021, Apple has repeatedly featured SmallRig expansion kits in its official new iPhone promotional TVCs. In 2023, SmallRig mobile expansion kits appeared at Apple's Fall event, helping demonstrate the powerful imaging features of the iPhone 15 Pro and cementing the concept of an "imaging ecosystem empowering cinematic phone footage" in users' minds. In 2024, the deep integration of the iPhone 16 Pro with The Weeknd's "Dancing in the Flames" music video brought SmallRig global attention, earning a commendatory post from Apple CEO Tim Cook.

[Image: Renowned Hollywood cinematographer Erik Henriksson using a SmallRig expansion kit with an iPhone 16 Pro for imaging creation]
(Image Source: Related Apple Event Video)

As the event neared its conclusion, the stage lights dimmed, and Jackson Wang made a stunning appearance with a high-energy street dance performance. "Jackson Wang Apple Event" quickly trended at #2 on Weibo, with related topics amassing 1.2 billion reads. The all-new single MV "Let Loose", passionately created and co-directed by Jackson Wang, was fully powered by the next-generation iPhone filming system to capture dynamic dance performances, with SmallRig mobile expansion kits playing a key supporting role in the behind-the-scenes production.

[Image: Cinematographer using a SmallRig expansion kit with an iPhone 17 Pro to create Jackson Wang's single MV]
(Image Source: Related Apple Event Video)

Apple is progressively positioning the iPhone Pro as the tool of choice for professional content creators through a series of hardware and software upgrades. This mission extends beyond capturing better everyday photos and videos to serving the rapidly growing creator economy centered on imaging. The camera system is a highlight of every iPhone upgrade, and the iPhone 17 series promises a true "imaging revolution," launching a more vigorous assault on the domain of professional imaging equipment.

The high-level synergy between imaging technology and scenario-based ecosystems has unlocked vast market potential for the rapid growth of mobile imaging, also driving accelerated expansion in the mobile imaging equipment sector. In response to the continuously rising global demand for creative imaging solutions, SmallRig—by Leqi Innovation—remains committed to user-driven product innovation, consistently placing it at the core of its corporate development. Dedicated to building a mobile imaging creation ecosystem, the company keeps advancing the iteration of products tailored for mobile imaging scenarios.