Fashion brand Burberry plans to use Apple's new top of the line iPhone to document the goings on at its fashion show -- days before the phone is released.
Apple's iPhone 5S will be fashionably early.
No, Apple's not releasing the phone before its September 20 launch. Instead, Apple on Thursday said it will be used for photos and videos at the Burberry runway show in London next Monday -- a full four days before the device goes on sale there.
"Using the all-new iSight camera on iPhone 5S, Burberry is shooting high quality photos and video for runway and beauty looks, product details, and backstage moments," Apple said in a press release.
The media will then be posted freely online, the two companies said.
The partnership between a fashion brand and a large tech company is not unique. Earlier this year Google Glass -- the wearable computer -- was tapped by designer Diane Von Furstenberg to document behind-the-scenes action. Google co-founder Sergey Brin also made an appearance, sporting Glass and walking down the runway at the end of the show.
Apple this week positioned the 5S, which starts at $199 with a multiyear carrier contract, as a close competitor to high-end cameras. The new camera hardware within the 5S takes photos that are the same resolution as last year's iPhone 5, but Apple says the sensor itself is 15 percent larger. The company also added a new burst and slow motion model, as well as new dual-LED flash it says provides better color accuracy on photos.
The camera is one of three new features on the 5S. The phone also includes a new A7 processor which Apple says is twice as fast as the one found in the iPhone 5, as well as a new fingerprint sensor that's able to unlock the device and verify Apple ID credentials without a password.
Correction, Sept. 13 at 7:44 a.m. PT: This story initially misstated the price of the iPhone 5S. The iPhone 5S starts at $199.