When Apple launched its Instagram account, rather than posting shots of products, it dedicated the account to iPhone photography around the world. It’s about art, not ads. From established photographers, to people with no more than a hundred followers, @apple elevates the voices and cultures of its users through the lens of iPhone. Utilizing the visually-driven features of Instagram—still-image to moving picture, carousels to Instagram stories—@apple not only showcases the capabilities of the iPhone camera, but more importantly, celebrates the full spectrum of creativity within the massive global iPhone community. Connecting with people in various ways—photographer Spotlights, Creative Briefs & Showcases, Collection films, topical posts, and Stories—@apple inspires, unites, and expands the definition of photography for its 3.6 million followers worldwide simply through #ShotoniPhone.