Updated

Updated · Vogue · Sep 9

Rosé Releases 'New Trick' Video Shot on iPhone 18 Pro Ahead of Sept. 17 Single Drop

Updated

Updated · Vogue · Sep 9

Rosé Releases 'New Trick' Video Shot on iPhone 18 Pro Ahead of Sept. 17 Single Drop

Q: Will Rosé’s playful new iPhone 18 Pro music video redefine her solo career, or is it just a brilliant Apple marketing illusion?

It is more likely a strategic bridge than a defining reinvention. “New Trick” clearly matters for Rosé’s solo narrative because it shows a deliberate shift in tone. By her own account, she moved away from the sadness that shaped earlier writing and made something lighter, playful and “cute” with Amy Allen. That signals range, and the Dave Meyers-directed visual gives the song mainstream pop polish. It also places Rosé in a lineage of major artists, including Olivia Rodrigo, Lady Gaga and The Weeknd, who have used Apple’s “Shot on iPhone” platform to showcase a new side of their image. But the Apple partnership is also unmistakably marketing. The single is a one-off release timed to the unveiling of the iPhone 18 Pro, and the “shot entirely on iPhone” angle is central to the launch. Apple gains cultural credibility; Rosé gains global exposure and premium visual branding. That does not make the song inauthentic, but it does mean the campaign is designed to sell both an artist moment and a device. Whether this redefines her solo career depends less on the video than on what follows. Rosé has said her real next chapter is the still-untitled sophomore album, with a new era beginning next year and the album due in 2027. If “New Trick” proves to be the tonal preview of that era, it may later look pivotal. For now, it is best seen as a smart, high-visibility teaser: artistically useful, commercially powerful, but not yet career-defining on its own.

Q: If 'New Trick' is merely a one-off, what massive stylistic shift is Rosé secretly hiding for her upcoming sophomore album?

There is no evidence Rosé is “secretly hiding” a massive stylistic pivot. The available reporting suggests the opposite: “New Trick” is a deliberate detour, while her second album is still being shaped. Rosé herself framed “New Trick” as a one-off born from a specific mood. She said she had temporarily fallen out of sync with the sadder writing that defined much of her previous solo work and wanted to make something “lighter,” “playful,” and “cute” with Amy Allen. She also tied the song’s feel to 2000s Apple-ad pop-rock, which makes it sound more like a self-contained experiment than a roadmap for the next album. What she has said about the sophomore project points to a broader search, not a fixed reinvention. In her comments, she described herself as still trying to find the “perfect fine line” between the world she wants to create, who she is now, and who she is evolving into as a musician. That language suggests an album in development, with its sound still fluid. If there is a likely shift, it is tonal rather than radical: a move away from nonstop heartbreak toward a wider palette that may include brighter, more playful, band-leaning pop or pop-rock textures alongside her established emotional writing. But that remains informed speculation. Based on the facts available, “New Trick” signals experimentation and range, not proof of a hidden genre overhaul.

3 articles · Updated · Vogue · Sep 9

Rosé unveiled the music video for her one-off single “New Trick,” filmed entirely on Apple’s newly announced iPhone 18 Pro for the company’s “Shot on iPhone” campaign.
Dave Meyers directed the visual, which Apple tied to its Cupertino product launch earlier the same day, extending a campaign previously used by artists including Lady Gaga, Olivia Rodrigo and The Weeknd.
“New Trick” was written two days after the Met Gala, with Rosé saying she wanted to move away from the sad-song mode that shaped her “Rosie” album and make something lighter and “cute.”
The full track arrives Sept. 17, while Rosé said the first single from her still-untitled sophomore album will come later, with the album itself due sometime in 2027.