Petapixel says the iPhone 18 Pro's new controls skip ISO, which hurts Apple log shooters. Do you shoot in Apple's app or only in Blackmagic camera app?

16:33That's a good question. Well, I use the Apple app. I've tried third-party camera apps, and there are some good ones like Halide and a few others. But the problem that I find is that I often end up having to reach for the one that's built in because it launches the fastest. Now, things have gotten a little bit better over the last couple of years with iOS 18 because now you have the, like, if you have a newer phone with the action button, you can assign different things to launch from the physical action button on the side of the iPhone.

17:02So you could have that launch a third-party app, but they still don't quite launch as quick as the Apple app. and things have gotten better now with iOS 27 the controls have gotten more expanded in the in the camera app so they are now exposing more pro controls now it's interesting that they that they're saying that ISO I haven't actually looked at that iOS 27 this that's weird that there's no ISO

17:29controls on the camera mark have you played around with this no but what I I was going to ask is how easy is it to use this and choose a camera when you're on your iPhone and you're just grabbing news stories or covering a parade or something you want to you pull out your phone and you just want to go to Facebook live real quick do you then have to choose

17:52the black magic camera is the source from Facebook well that's the thing if you're using the Facebook native app you can't just use an external third-party app that's not that's what That's not supported. Yeah, it's going to use whatever the built-in iOS camera is. I mean, for me, for stills, I'll still use the default camera app. But for anything that matters, like if I had to record something that mattered,

18:21I would probably use the Blackmagic camera app, which I do have on my phone. Because with a class-compliant audio interface, I can just plug that into my phone. I can plug in a professional microphone over XLR into that and record good quality audio. because the Blackmagic camera app obviously exposes all the pro controls where you can manually lock things down but it does a lot more than that too it can help it's got you know

18:43framing guides in there and it's got the audio meters and you can apply LUTs you can shoot and log as well plus it has if you have an account with Blackmagic cloud that integrates well with that if you're paying for that service and you can have it automatically have those proxies go to the cloud and then you can have an editor on the other end that's automatically seeing that footage in

19:03real time as it's coming in. So there are a lot of advantages of certainly using that for a video production workflow, if that's what you're trying to do. But if I'm just trying to capture, I don't know, a picture of my cat or something, I'm just going to use the, I'm going to use the Apple camera app. All right, let's move on to the next question. Oh, you're muted, Mark. Can't hear you.

19:25Sorry. Our next question is from Alexander Knight Guy. Do you have any opinions on how Now, brick and mortar retail stores in 2026 must compete aggressively to try and keep up with online orders when Amazon sets the bar so high. How does one do that when you don't have Amazon's logistics and money? I've been thinking about this a lot lately, Guy, because I know you have some experience in this area.