Apple wouldn’t be renting anything and the staff are probably very well paid.
They pay professionals who could work in the best paid positions in the industry and get them to film year round on projects like this - it’s part of their R&D process for software like Final Cut Pro/etc.
And it seems it’s also part of their R&D process for the iPhone camera.
And it’s not even that much. The crane is probably rented.
Staff costs aside you’re probably looking at $40,000 tops which is cheap cheap cheap for production costs
And if you don’t have $40k, rent everything except the phone and make your movie. Easy.
Apple wouldn’t be renting anything and the staff are probably very well paid.
They pay professionals who could work in the best paid positions in the industry and get them to film year round on projects like this - it’s part of their R&D process for software like Final Cut Pro/etc.
And it seems it’s also part of their R&D process for the iPhone camera.
Everyone rents gear, from the biggest Hollywood films down. The biggest blockbuster you can think of was shot and edited on rented gear.
Nobody buys a techno crane and just puts it in a storage room in Apple HQ.