Tim Cook visits set as vertical wuxia short is shot on iPhone 17 Pro Max

Lead

It has been reported that Apple CEO Tim Cook visited a film set in China where a vertical wuxia (武侠) short is being shot entirely on the iPhone 17 Pro Max. According to Chinese tech site ITHome (IT之家), Cook observed the shoot and spoke with the creative team as they experimented with smartphone cinema in a format designed for short‑form, vertical viewing.

On‑set technology

Reportedly director Derrick Zhang is using the iPhone 17 Pro Max to push the phone’s camera features — 8x “optical‑quality” zoom, ProRes RAW, Cinematic Mode, and 4K at 120 fps in Dolby Vision — to capture martial‑arts choreography and period detail in a vertical frame. Why vertical? Short‑form platforms and vertical viewing habits are reshaping how directors compose action now, and the production is an explicit attempt to test those boundaries on Apple’s latest hardware.

Story and release

Derrick Zhang told IT之家 the short is a traditional jiapoan (侠女) tale: two heroes meet in a clinic, conflict ignites and a fight resolves an age‑old grievance. He reportedly expects to release the film in early April or by late May. Zhang also shared a photo of a message from Cook, calling the project “respectful, still a little bit crazy,” suggesting Apple’s hands‑on interest in the creative showcase.

Context

Cook’s appearance matters beyond a publicity moment. Apple relies heavily on China for manufacturing, sales, and cultural influence, and a high‑profile visit underscores the company’s engagement despite broader U.S.–China trade frictions and regulatory scrutiny. Is this tech demo, marketing, or a signal of deeper cultural outreach? Probably all three — and it highlights how smartphone makers now court creators as much as consumers.