Apple’s new iPhone camera button is betting big on Generation Z

But one feature of the new button seems tailored to Apple’s Gen Z audience. The new feature allows users to adjust the camera’s zoom level by sliding their finger along the button.

The feature will make taking 0.5x selfies, a method of photography beloved by Gen Z, much easier.

0.5x selfies are all the rage with Gen Z. Taking one involves adjusting the iPhone camera to the 0.5x zoom setting, flipping the phone over, and then pressing the volume button to take a photo.

The camera setup also allows users to capture a large group of people or a large part of the subject’s environment, which a regular front camera selfie couldn’t do.

Consumer and marketing experts BI spoke to said the new additions to the iPhone 16 are likely to resonate with younger buyers.

“As for whether the new camera control feature was designed with Gen Z in mind, I think the simple, one-word answer is ‘absolutely,'” said Monica Hillison, marketing professor at Virginia Tech .

Hillison added that the feature will work well with other platforms like Instagram or Google.

“Basically, think of the camera control function as something that a third-party tool like Instagram, ChatGPT or Google can access and use to complement their own technology developments, such as AI features,” said Hillison.

Abdul Al Jumaily, also a professor of marketing at Virginia Tech, said: “I think the new camera feature will allow for a simpler, faster and more controllable shooting experience.”

He added that refreshing the iPhone’s hardware features could help Apple retain its “already incredibly loyal customer base.”

“The new camera control along with a larger screen and improved battery performance will solidify the iPhone 16 Pro Max as the top choice for Gen Z consumers,” said Al Jumaily.

However, other BI experts said the popularity of the new iPhone range will vary in different markets.

“Generation Z is not a homogenous group,” said Shantanu Dutta, a marketing professor at USC’s Marshall School of Business. “The benefits desired by Gen Z users differ from country to country.”

“For example, in growth markets like Asia, India, for example, this increased benefit does not offset the higher price,” Dutta said.