ROSÉ of BLACKPINK unveils new solo single new trick in collaboration with Apple Shot on iPhone campaign

Global pop sensation ROSÉ is set to expand her solo discography with the release of her latest single, titled "new trick," scheduled for release on September 17 at 7 p.m. ET. The announcement, confirmed simultaneously by the artist and Apple, marks a high-profile integration between the singer’s evolving musical brand and the technology giant’s long-standing "Shot on iPhone" marketing initiative. The project is notable for being filmed entirely on the newly released iPhone 18 Pro, showcasing the device’s advanced technical capabilities through a high-concept, candy-themed visual narrative.

The Artistic Pivot: A New Sonic Identity

Since the release of her debut solo studio album, rosie, in December 2024, ROSÉ has been strategically diversifying her sound. Following the massive success of her collaboration with Bruno Mars, "APT.," which climbed to the No. 3 spot on the Billboard Hot 100, fans and critics alike have been speculating about the direction of her follow-up material.

The teaser for "new trick" suggests a departure from her earlier, more melodic solo work. The short clip reveals a grit-heavy production, characterized by a distorted electric guitar riff and intricately layered vocals. Lyrically, the preview—"Lovesick, I’ll pick my heart off the floor / New trick, watch this, watch this, ow!"—signals a more assertive, defiant tone. The visual motif of a purple-burgundy lollipop, mirroring the aesthetic of a classic Tootsie Roll Pop, suggests a playful yet subversive thematic exploration, contrasting the sweetness of the candy with the aggressive, "punchy" audio profile.

Technical Innovation and Production Credits

The music video, directed by industry veteran Dave Meyers, serves as the primary vessel for this artistic transition. Meyers, who has helmed iconic visuals for global stars including Taylor Swift, Harry Styles, and Kendrick Lamar, was tasked with utilizing the iPhone 18 Pro’s camera system to achieve the film’s aesthetic.

This project is particularly significant for Apple’s product marketing cycle. The iPhone 18 Pro introduces variable aperture control—a first for the iPhone line—which allows for deeper control over depth of field and light intake, mimicking the behavior of professional cinema lenses. By selecting a high-profile artist like ROSÉ to showcase this technology, Apple is reinforcing the "Shot on iPhone" campaign’s mandate: that the hardware is capable of professional-grade cinematography, thereby bridging the gap between consumer electronics and high-end creative production.

A Chronology of Pop and Technology

The marriage of pop music and the "Shot on iPhone" campaign has become a well-established marketing tradition for Apple. The initiative consistently targets artists with massive social media reach and visual-forward creative visions to highlight the capabilities of their latest hardware releases.

• Lady Gaga (2020): The campaign gained significant momentum with the release of "Stupid Love," which was touted as being shot entirely on the iPhone 11 Pro, demonstrating the camera’s ability to handle high-saturation, fast-paced music video environments.
• Olivia Rodrigo (2023): Rodrigo’s "Get Him Back!" leaned into the "indie-aesthetic" potential of the iPhone, utilizing its mobile form factor to achieve unique, intimate camera angles that would have been difficult to capture with bulkier, traditional cinema rigs.
• The Weeknd (2024): With the release of "Dancing in the Flames," the focus shifted to the low-light and high-dynamic-range capabilities of the iPhone 16 series, setting the stage for the current technological iteration.
• September 2026: ROSÉ’s "new trick" continues this legacy, specifically emphasizing the hardware’s new variable aperture capabilities.

Strategic Market Implications

The partnership between ROSÉ and Apple arrives at a pivotal moment in the BLACKPINK star’s solo career. Having established herself as a global powerhouse with the record-breaking success of "APT.," ROSÉ is currently in the delicate phase of cementing her identity as a solo artist separate from the group dynamic.

The integration of her new single into a major corporate marketing campaign provides several strategic advantages:

1. Global Visibility: By leveraging Apple’s massive advertising distribution channels, the song is guaranteed exposure across multiple regions simultaneously, regardless of traditional music industry gatekeepers.
2. Brand Synergy: The "Shot on iPhone" campaign associates the artist with high-end, premium technology, which aligns with ROSÉ’s existing image as a fashion and luxury icon.
3. Audience Retention: By releasing the teaser via Instagram and aligning the launch with specific international time zones (Sept. 17 at 7 p.m. ET, Sept. 18 at midnight BST, and 8 a.m. KST), she maximizes engagement across her primary markets in the United States, Europe, and Asia.

The Evolution of the Music Video Format

The reliance on mobile technology for professional music videos represents a broader shift in the entertainment industry. For years, the barrier to entry for high-quality production was restricted by the immense cost of professional camera equipment and post-production suites.

By collaborating with directors like Dave Meyers on projects filmed exclusively on mobile devices, artists are signaling to their audience that creativity is not strictly dependent on traditional hardware. This democratizes the creative process, encouraging younger artists to experiment with the tools they have on hand. Furthermore, the partnership allows Apple to maintain its relevance among Gen Z and Millennial demographics, who prioritize mobile-first content consumption.

Anticipation and Market Response

As of mid-September, the buzz surrounding the release of "new trick" has been significant. Industry analysts note that ROSÉ’s ability to transition between the high-octane pop production of her previous chart-toppers and the more experimental, "gritty" sound presented in the teaser indicates a high level of artistic agency.

The inclusion of a "candy-centered visual" in the promotional imagery has also sparked fan theories regarding the song’s deeper meaning. In pop culture, the use of confectionery imagery often serves as a metaphor for fleeting satisfaction or the superficiality of fame. Given the lyrics teased—which focus on "picking a heart off the floor"—it is probable that the single will explore the juxtaposition between the glamorous, "sweet" exterior of the music industry and the internal emotional labor required of the artist.

Looking Ahead

The release of "new trick" on September 17 is expected to be a major benchmark for the final quarter of 2026. Following the success of rosie, the industry will be watching closely to see if ROSÉ can sustain her momentum without the traditional support of a full-length album rollout, instead opting for a high-impact, single-track strategy amplified by tech-sector partnerships.

For Apple, the success of the campaign relies on the ability of the iPhone 18 Pro to capture the specific aesthetic demands of the music video without appearing "gimmicky." If the video is well-received, it will serve as a powerful proof-of-concept for the new variable aperture technology, providing a tangible example of the hardware’s utility to a massive, global audience.

As the release date approaches, the synergy between the artist’s burgeoning solo identity and the tech giant’s marketing machine positions "new trick" not just as a musical release, but as a cultural event that underscores the increasing interdependence of the music and technology sectors. Whether the track achieves the commercial heights of her previous hits remains to be seen, but the strategic rollout suggests that ROSÉ is operating with a clear, calculated vision for her next phase of international stardom.