Amusingly all Canon DSLR product shots (photos of the camera unit) is usually taken on digital medium format.
Interesting ... in India, Canon is running a TV ad which mentions at the bottom of the screen, "the entire commercial shot with a 5D Mark III"
No MF video out there yet, if the commercial was shot with 5D3 video that's believable, but if all the photos of the gear were with the 5D3 (sorry, can't tell which you're referring to) then yeah, hmmm
Well, yes, camera phones and other consumer gear are getting better, but just because a phone can get a good IQ shot especially in nice light, doesn't mean you will 'get' the shot. Why did anyone want the 7D over the 5DII when the 5D had the bigger sensor and huge leap in IQ and noise performance? Speed, the AF that won't fail and weather sealing. For having so much DOF the iPhone's AF baffles me, I'm just trying to take a picture of a rigged up camera and somehow the phone focuses on the wall behind, even when the subject I want to focus on is filling the frame... well to say, pro gear and consumer toys are getting close with IQ, but that phone isn't going to guarantee a captured shot, or work in every condition and environment, and instead will give you a loading screen or fall asleep, or run out of battery because it's running everything else non camera related etc etc etc done to death argument... but, just want to get back how gear matters and don't let anyone tell you otherwise... I mean, if people were truly content with the older iPhones in camera quality, then fewer people would have upgraded and made a big deal about it's camera being "good enough",simply people want quality and functionality, but when they don't want to invest in a real system they'll say "oh, gear doesn't matter, I can make ART with this" and if another iphone with a super good camera comes up, heck, those hipsters will upgrade because it's got even better "good enough camera" what a joke... sure, if you can get great shots with any camera then go ahead, I'm not against that, but I'll judge on the shots that were missed!