Using Bangkok, Morocco, Lisbon and NYC as backdrops, Apple commissioned a series of global photographers to create a culturally relevant body of work using the iPhone 8 and X. By channeling each photographer’s unique perspectives to their own artistic passions, this approach provided us an authentic platform for our photography, while creating a broad range of work spanning genres, cultures and geographic locations. Use of the iPhone allowed us to be agile and presented an unobtrusive method for capturing realistic expressions of everyday life. The photographs were used on multiple platforms including TV spots, retail panels, Shot on iPhone billboards, Apple.com, Instagram, and our September Keynote address.