Lighting is also over-emphasised, in my opinion. The unfortunate truth is that it's everything. Production design and talent are HUGELY important. If you have an amazing art department, costume design and beautiful people your camera and lighting team can be on autopilot and it will still look pretty great.

Grip is also huge for high production value camera movement — and you'll see on the BTS video Apple absolutely don't skimp here. Pretty funny putting a $1000 phone on a $200,000 (at least! I'm not a grip guy, but that's the region) crane.