Executive Overview
Global pop icon ROSÉ of BLACKPINK is once again preparing to redefine her sonic boundaries and visual aesthetic. On Wednesday, September 9, both Apple and the artist’s official social media channels sent shockwaves through the global music community by officially announcing her latest solo single, titled “new trick.” Set to premiere globally on September 17 at 7 p.m. ET (with regional drops including September 18 at midnight BST and 8 a.m. KST), the upcoming release represents a sharp pivot from the breezy, acoustic-pop and classic indie-rock undertones of her recent era.
“new trick” arrives accompanied by a high-concept music video directed by visionary auteur Dave Meyers. In an unprecedented technological leap for the music industry, the entire visual project was filmed exclusively on Apple’s newly unveiled iPhone 18 Pro, serving as the centerpiece for Apple’s prestigious and highly competitive "Shot on iPhone" campaign. By pairing a gritty, distorted electric guitar-driven audio preview with a striking candy-centered visual motif—highlighted by a purple-burgundy lollipop bearing the song’s title—ROSÉ is cementing her status as a boundary-pushing solo force capable of seamlessly merging high-end tech innovations with raw, uninhibited artistic vulnerability.
Detailed Chronology: From Social Media Teasers to a Global Technological Showcase
The rollout for “new trick” has been meticulously orchestrated to maximize fan engagement and industry-wide speculation. The sequence of events leading up to the September 17 premiere highlights the intersection of modern pop marketing and high-tech corporate partnerships:
September 9: The Dual Announcement
Simultaneously across Apple’s corporate channels and ROSÉ’s verified Instagram account, the official rollout protocol was initiated. Fans were greeted with a stark, arresting teaser that immediately diverged from the visual norms of contemporary K-pop and Western pop crossovers. The announcement confirmed the release date—September 17 at 7 p.m. ET—and revealed that the accompanying music video was helmed by acclaimed director Dave Meyers utilizing the groundbreaking camera system of the unreleased iPhone 18 Pro.
The Audio-Visual Teaser Breakdown
The brief, looping audiovisual preview offered a tantalizing glimpse into the track’s thematic and sonic identity. In the visual, ROSÉ is framed intimately, holding a distinct purple-burgundy lollipop reminiscent of a classic Tootsie Roll Pop. The candy wrapper is playfully emblazoned with the words “new trick.”
Sonically, the snippet breaks away from standard radio formulas. Listeners are met with a jagged, distorted electric guitar riff underscored by stacked, harmonic vocal layers that deliver a punchy, aggressive edge. The lyrical hook featured in the teaser—“Lovesick, I’ll pick my heart off the floor / New trick, watch this, watch this, ow!”—signals a thematic continuation of emotional resilience wrapped in a defiant, fiercely independent attitude.
The Technological Milestone
Filming an entire cinematic-grade music video on a mobile device is no longer a novelty, but Apple’s selection of the iPhone 18 Pro for “new trick” represents a monumental hardware milestone. According to Apple’s official product disclosures accompanying the campaign, the new iPhone 18 Pro introduces variable aperture control to the iPhone camera system for the first time. This technical advancement allows directors like Dave Meyers to manipulate depth of field and light intake natively on a smartphone, bridging the gap between high-end professional cinema cameras and pocket-sized consumer tech.
Supporting Context & Metrics: The Trajectory of a Global Superstar
To fully understand the gravity of “new trick,” one must examine the unprecedented trajectory ROSÉ has forged as a solo artist alongside her monumental achievements as one-fourth of BLACKPINK.
The Solo Renaissance: From rosie to Global Dominance
Following years of historic stadium tours and record-breaking releases with BLACKPINK, ROSÉ officially entered her definitive solo era with the release of her critically acclaimed debut studio album, rosie, in December 2024. The album showcased her songwriting prowess and introduced a deeply personal lyrical transparency that resonated with millions worldwide.
However, it was her subsequent collaboration with pop titan Bruno Mars on the infectious smash hit “APT.” that propelled her into historic global chart territory. “APT.” shattered streaming records, dominated international airwaves, and ultimately peaked at a phenomenal No. 3 on the prestigious Billboard Hot 100. This milestone cemented ROSÉ not merely as a localized crossover success, but as a dominant force in the mainstream Western music ecosystem.
The "Shot on iPhone" Legacy
By joining the "Shot on iPhone" campaign, ROSÉ steps into an elite lineage of pop royalty. Apple’s initiative has previously partnered with some of the most influential chart-toppers of the modern era to showcase the cinematic capabilities of its devices. Notable past campaigns include:
- The Weeknd – “Dancing in the Flames”
- Olivia Rodrigo – “Get Him Back!”
- Lady Gaga – “Stupid Love”
That ROSÉ has been chosen to spearhead the iPhone 18 Pro launch cycle underscores her massive cultural footprint and her unique ability to drive both technological curiosity and massive streaming metrics.
Dave Meyers: A Master of Visual Storytelling
Directing the “new trick” visual is veteran music video auteur Dave Meyers, whose legendary filmography includes iconic, era-defining visuals for artists such as Taylor Swift, Harry Styles, and Kendrick Lamar. Meyers’ ability to blend surrealist imagery with gritty, street-level realism aligns perfectly with the candy-centered, guitar-driven aesthetic ROSÉ is championing for this single.
Official Statements and Industry Insights
While corporate press releases from Apple and personal social media updates from ROSÉ have driven the initial wave of publicity, industry analysts and audio engineers have been quick to dissect the implications of this release.
Industry insiders note that “new trick” represents a deliberate diversification of ROSÉ’s sonic palette. Where “APT.” relied on infectious, retro-pop catchiness and rosie leaned into introspective singer-songwriter configurations, “new trick” embraces an alternative-pop and rock-infused grit.
Apple’s product marketing team emphasized the collaborative synergy between artist and device in their promotional statements:
"The iPhone 18 Pro is built for creators who refuse to compromise on visual fidelity. By introducing variable aperture control, we’ve unlocked a new frontier for mobile cinematography. Partnering with an artist as visually and sonically daring as ROSÉ, and bringing her vision to life through director Dave Meyers, demonstrates the limitless potential of what can be captured entirely on iPhone."
Meanwhile, fan communities worldwide—often referred to as BLINKs and dedicated solo supporters—have flooded social media platforms with forensic analyses of the lollipop teaser, theorizing about the narrative arc of the upcoming music video and dissecting the implications of the track’s defiant lyricism.
Future Outlook: What “new trick” Signals for the Next Phase of ROSÉ’s Career
As the countdown to September 17 ticks away, the music industry is watching closely to see how “new trick” performs on global charts and whether it signals the precursor to a larger body of work, such as a deluxe edition or a follow-up project to rosie.
Redefining Pop Boundaries
The juxtaposition of a whimsical, candy-centered visual motif (the Tootsie Roll Pop-style lollipop) with aggressive, distorted electric guitars illustrates a deliberate artistic duality. ROSÉ is refusing to be boxed into a singular genre or aesthetic. By moving fluidly between dance-pop anthems, vulnerable acoustic storytelling, and now grittier alternative-pop textures, she is future-proofing her career against stagnation.
The Bar for Mobile Cinematography
Beyond the music itself, the success of the Dave Meyers-directed video will likely set a new benchmark for mobile-shot commercial art. As smartphone camera technology rapidly closes the gap with traditional cinema equipment, major label artists are increasingly turning to campaigns like Apple’s "Shot on iPhone" not as a promotional gimmick, but as a legitimate medium for high-end artistic expression.
Global Release Schedule Summary
Fans across the globe can mark their calendars for the official global deployment of “new trick”:
- North America: September 17 at 7:00 p.m. ET / 4:00 p.m. PT
- United Kingdom: September 18 at 12:00 a.m. BST
- South Korea: September 18 at 8:00 a.m. KST
With high expectations, cutting-edge technology, and a fearless new sonic identity, ROSÉ’s “new trick” is poised to be one of the most talked-about releases of the autumn music season.
