I don't care for or respect anyone who says using an iPhone is the new it thing.
Nobody here said it is the new thing, except the OP in a sensational title to promote a film.
And Coke is "The real thing" right? We can start a debate over why Pepsi is the real-real thing if you want, and why we shouldn't drink Coke. But it's called marketing!
https://www.youtube.com/watch?v=LoF_a0-7xVQ
()
I'll concede to that they can do whatever they want. I don't have to like it.
You'd probably be better putting your efforts into your own endeavors and stop thinking the world is going to end over a marketing slogan on a forum and someone else's film.
Nobody here said it's the next indie camera, it is just a tool in the toolbox.
PS. You are doing great at promoting this film for the OP. They love it.