Apple's New iPhone Camera Button: A Gen Z-Focused Innovation

New iPhone feature 'absolutely' caters to selfie-obsessed Gen Z:...

Picture this: An easier way for Gen Z Apple users to take selfies. That's the reality of the new iPhone 16 -- which was unveiled this week -- that includes a button on the side of the device specifically for controlling the camera. Located on the same side as the lock button, the camera control feature allows users to capture an image and even zoom by swiping along the control button, which even zooms out for a wide-angle shot. Gen Z is particularly fond of taking selfies with 0.5x zoom, but to do so with older versions of the iPhone, they needed to flip the camera around and press the volume button to snap a picture. "In regards to whether the new Camera Control feature was designed with the Gen Z generation in mind, I think the simple one-word answer to that is 'absolutely,'" Monica Hillison, a marketing professor from Virginia Tech told Business Insider. "Basically, think of the Camera Control feature as something that a third-party tool like Instagram, ChatGPT or Google can also potentially access and use to complement their own new tech developments such as AI features." Another Virginia Tech marketing professor, Abdul Al Jumaily, told Business Insider that the innovative camera button will make phone photography "simpler, quicker and more controllable," and predicts the updated device design could help the tech giant keep its "loyal customer base." "The new camera control alongside a larger screen and improved battery performance will cement the iPhone 16 Pro Max as the top choice for Gen Z consumers," Al Jumaily added. While other experts say it may not be as desirable to some Zoomers in other parts of the world, the latest iteration of the iPhone, to be released Sept. 20, has generated quite the buzz in recent months, as people clamored to guess what new features and colors would be available. The iPhone 16 -- which will be sold in five colors: black, white, green pink and blue -- will come with an array of new features beyond the significant upgrade to the camera, including "Apple Intelligence" powered by ChatGPT, improved conversational ability with Siri and more with the iOS 18 software.

Apple's new iPhone camera button is a big Gen Z bet

This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now. Have an account? Log in. But one feature of the new button seems tailored for Apple's Gen Z audience. The new feature allows users to adjust the camera's zoom level by swiping their finger along the button. The feature will make taking 0.5x selfies, a Gen Z-beloved photo-taking method, way easier. 0.5x selfies are all the rage with Gen Z. Taking one involves adjusting the iPhone camera to the 0.5x zoom setting, flipping the phone around, and then pressing the volume button to take a picture. The camera setting also allows users to capture a large group of people or a large part of the subject's environment, which a regular front-camera selfie would not be able to do. Consumer and marketing experts BI spoke to said that the new additions to the iPhone 16 are likely to resonate with younger buyers. "In regards to whether the new Camera Control feature was designed with the Gen Z generation in mind, I think the simple one-word answer to that is 'absolutely,'" said Monica Hillison, a marketing professor from Virginia Tech. Hillison added that the function will work well with other platforms like Instagram or Google. "Basically, think of the Camera Control feature as something that a third-party tool like Instagram, ChatGPT or Google can also potentially access and use to complement their own new tech developments such as AI features," Hillison said. Abdul Al Jumaily, also a marketing professor from Virginia Tech, said, "I believe the new camera feature will allow for a simpler, quicker and more controllable photo making experience." He added that feature refresh on the iPhone's hardware could help Apple retain its "already incredibly loyal customer base." "The new camera control alongside larger screen and improved battery performance will cement the iPhone 16 Pro Max as the top choice for Gen Z consumers," Al Jumaily said. However, other experts BI spoke to think that the popularity of the new iPhone range will vary across different markets. "Gen Z is not a homogenous group," said Shantanu Dutta, a marketing professor at USC's Marshall School of Business. "The benefits desired by Gen Z users differ from country to country." "For example in growth markets like Asia, India as an example, this enhanced benefit does not compensate for the higher price," Dutta said.