Did Apple Just Choose Aespa Over NewJeans? iPhone 16 Pro Campaign Sparks K-pop Debate 😱
Apple Korea just dropped a bold move for its 2025 “Shot on iPhone” campaign — and this time, it’s not with NewJeans.
The tech giant teamed up with Aespa for a cinematic performance video of their new track “Dirty Work,” all filmed on the new iPhone 16 Pro. Fans are calling it more than just a collab — is this Apple’s way of picking sides in the ongoing K-pop power struggle?
What Happened ?! :
On June 9, Apple Korea officially unveiled aespa’s “Dirty Work” performance video, shot entirely on the iPhone 16 Pro. This marks Apple’s third major Korea-based project, following Park Chan Wook’s 2022 short film and NewJeans’ viral 2023 “ETA” MV (shot on iPhone 14 Pro).
But this time, things feel different. NewJeans’ “ETA” was a critical and viral success — even influencing Apple’s global campaign with its bunny-themed logo twist. Now, with the ongoing legal drama between NewJeans and their label ADOR (a HYBE sub-label), Apple seems to have shifted its spotlight to aespa.
Let’s not forget that infamous leaked text from HYBE’s Bang Si Hyuk, reportedly telling ADOR’s CEO, “You can stomp on Aespa, right?” The irony is real.
Fans Reactions :
K-pop Twitter is spinning 💅:
“Apple said ✨NewJeans who?✨”
“aespa in 4K slow-mo with fireworks?? They EAT every time.”
“So Apple’s dropping NewJeans like HYBE is dropping the ball.”
Some fans are excited for Aespa’s big moment, while others are side-eyeing Apple’s timing.
BUZZ HIVE TAKE 🐝
This might just be about visuals, timing, and tech. But let’s be honest — it feels like a soft shift in allegiance. NewJeans’ legal restrictions mean limited activity, and Apple wants high-visibility campaigns. aespa, on the other hand, is runway-ready, scandal-free (for Now 👀), and backed by SM’s sleek branding.
Buzz Hive’s take 🐝? This was a strategic (and shady) move. Apple’s all about image, and aespa delivers that futuristic glam effortlessly — plus no legal baggage.
What Do You Think?
Is Apple choosing aespa because of their visuals, or is this a subtle snub to NewJeans and HYBE’s chaos? Let us know in the comments ⬇️
#Kpop #KpopGossip #aespa #NewJeans #KpopNews #HYBE #SMEntertainment #IdolDrama #ShotOniPhone #AppleKorea
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