What better way to showcase the capabilities of your smartphone’s camera than by using users’ photos in your ads? That’s exactly what Apple’s doing with its new “Shot on iPhone” ad campaign, which demonstrates “what’s possible with the world’s most popular camera.”
Smartphone makers tell us how good their cameras are all the time, but too many of them then deliver a disappointing experience. Apple could well be the only one that consistently delivers an exceptional camera with every iPhone.
But rather than just telling us how good it is and then showing us its own photos as proof, Apple is showcasing what the average user can do with their own devices. All of the images in its Shot on iPhone campaign were taken “by real people” on an iPhone 6 or 6 Plus, TIME reports.
This campaign doesn’t come with a fancy TV ad (at least not yet), but it will see images shot by 77 photographers from 70 cities in 24 countries displayed on billboards around the world. Apple has also published a new Shot on iPhone webpage where you can see many of them.
Whether you’re an iPhone fan or not, I urge you to go check them out. All of the photos Apple has chosen are jaw-droppingly beautiful, and it’s hard to believe many of them were taken on an iPhone. Apple also lists which apps and accessories were used to capture each one, so you can try them out for yourself.