The global music landscape is bracing for the arrival of new trick, the latest solo endeavor from BLACKPINK superstar ROSÉ. Scheduled for a global release on September 17 at 7:00 p.m. ET, the track serves as both a musical pivot and a technical showcase. The announcement, confirmed simultaneously by the artist and Apple, reveals that the accompanying music video was filmed entirely using the newly unveiled iPhone 18 Pro. This collaboration marks a significant intersection of high-fidelity pop production and the latest advancements in mobile cinematography, positioning ROSÉ as the face of Apple’s long-standing "Shot on iPhone" campaign.
A Technical and Artistic Collaboration
The music video for new trick was helmed by acclaimed director Dave Meyers. Known for his visionary work with industry titans including Taylor Swift, Harry Styles, and Kendrick Lamar, Meyers has utilized the iPhone 18 Pro to push the boundaries of what is possible with mobile hardware. Apple’s latest device introduces, for the first time, variable aperture control to the iPhone camera system—a feature typically reserved for professional-grade DSLR and cinema cameras. This technological upgrade allowed Meyers to achieve a depth of field and manual lighting control that mimics high-budget film production, effectively bridging the gap between consumer technology and professional music video aesthetics.
The choice of ROSÉ for this campaign is a strategic alignment. Apple’s "Shot on iPhone" series has historically featured artists who define the cultural zeitgeist, ranging from Lady Gaga’s "Stupid Love" to Olivia Rodrigo’s "Get Him Back!" and The Weeknd’s "Dancing in the Flames." By selecting a global icon like ROSÉ, Apple continues to emphasize the professional viability of its hardware in the creative industries, while providing the artist with a massive, integrated marketing platform that transcends traditional music distribution channels.
Analyzing the Teaser and Musical Direction
The brief auditory and visual preview shared by ROSÉ offers a glimpse into a matured, sharper sound profile. In the teaser clip, the singer is seen holding a purple-burgundy lollipop, a prop that serves as the focal point of the visual aesthetic. The wrapper, clearly marked with the phrase "new trick," suggests a thematic emphasis on transformation or subversion.
Musically, the snippet features a distorted electric guitar riff that grounds the track in a grittier, more alternative rock-influenced space than some of her previous work. The lyrics—"Lovesick, I’ll pick my heart off the floor / New trick, watch this, watch this, ow!"—are delivered with a punchy cadence, supported by layered vocal production. This suggests that ROSÉ is moving away from the polished, synth-heavy pop arrangements often associated with K-pop girl groups, opting instead for a raw, energetic sound that prioritizes vocal texture and instrumental edge.
The Trajectory of a Solo Powerhouse
The release of new trick follows a period of intense professional momentum for ROSÉ. Since the release of her debut studio album, rosie, in December 2024, the artist has been carefully curating her solo identity. Her collaboration with Bruno Mars on the hit single "APT." served as a major turning point, propelling her to new heights on the Billboard Hot 100, where it peaked at No. 3.
The success of "APT." demonstrated a shift in the global reception of K-pop soloists, proving that they could command significant airplay and streaming numbers in the West without the backing of a group entity. With new trick, ROSÉ appears to be capitalizing on this momentum, attempting to cement her status as a versatile soloist capable of navigating multiple genres. Industry analysts note that by releasing a track that highlights her growth as an artist, she is successfully diversifying her fanbase and distancing herself from the limitations of the "idol" archetype.
A Chronology of the Project
The lead-up to this release has been characterized by high-level coordination between the artist’s management and Apple’s marketing teams.
- December 2024: ROSÉ releases her debut studio album, rosie, receiving critical acclaim for her songwriting and vocal delivery.
- Early 2025: The commercial and chart success of the Bruno Mars-assisted "APT." confirms ROSÉ’s viability as a solo act on the global stage.
- September 2026 (Early Month): Production for the new trick music video concludes, utilizing the newly released iPhone 18 Pro.
- September 9, 2026: Apple and ROSÉ officially announce the collaboration and the release date for the single and the accompanying visual.
- September 17, 2026: Scheduled global release of new trick at 7:00 p.m. ET (Sept. 18, 8:00 a.m. KST).
The Broader Implications for the Music Industry
The collaboration between a major pop star and a tech giant like Apple is indicative of a broader trend in the music industry: the "event-ization" of music releases. In an era where streaming platforms have made music omnipresent, the value of a song is increasingly tied to the narrative and the medium through which it is delivered.
By integrating a flagship smartphone launch with a music video release, both Apple and ROSÉ benefit from a symbiotic marketing strategy. Apple showcases its new hardware’s capabilities to a massive, engaged audience of millions, while ROSÉ gains access to Apple’s massive retail and digital ecosystem, ensuring that her song is positioned in front of consumers in a way that traditional radio or playlisting cannot replicate.
Furthermore, the involvement of a director like Dave Meyers signals that the production quality of mobile-filmed content is reaching parity with traditional cinema. If the visual quality of "new trick" holds up to industry standards, it may trigger a shift in how independent and mid-tier artists approach music video production. The ability to shoot, edit, and distribute high-quality, cinematic content using a device that fits in one’s pocket could democratize the industry, lowering the financial barriers to entry for high-end visual storytelling.
Anticipation and Market Reception
Fans, colloquially known as "BLINKS," have already signaled high levels of engagement across social media platforms. The use of the lollipop imagery and the "new trick" branding has sparked extensive online discourse, with fans dissecting the aesthetic choices and speculating about the potential for an extended project or a follow-up album.
From a market perspective, the release of new trick is expected to perform well on global charts. ROSÉ’s ability to blend Western pop sensibilities with the high-production standards of the Korean music industry has already proven to be a winning formula. With the added visibility of the Apple campaign, the single is positioned to capture not only her core audience but also a broader demographic of tech enthusiasts and casual listeners drawn in by the technical nature of the music video’s production.
As the industry waits for the September 17 launch, the focus remains on whether "new trick" will be a singular experimental milestone or the beginning of a broader stylistic shift for ROSÉ. Given her recent career trajectory, the latter seems more likely. ROSÉ is currently in a phase of artistic evolution, one that values technical innovation, sonic experimentation, and a departure from established genre boundaries. Whether or not the song reaches the commercial peaks of "APT.," its role as a vessel for the latest in mobile photography technology ensures that it will be a significant moment in the 2026 music calendar.
The stage is set for a release that balances high-tech promotion with a clear, artistic vision, proving that for artists of ROSÉ’s caliber, the transition from group member to solo icon is a calculated, multi-faceted process that leverages every available technological tool to maintain global relevance.
