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Apple joins Instagram to push 'Shot on iPhone' marketing campaign

Apple on Monday created an official account on Facebook's Instagram, leveraging it for a long-running campaign promoting the iPhone's camera technology.




The @apple account currently has eight multi-part submissions, with captions provided by their shooters. Also present is a "Hello" video montage, at the end of which Apple notes that "additional hardware and software" has been used.

The company is soliciting more photos and video through the hashtag #ShotoniPhone.

The "Shot on iPhone" campaign has become an Apple staple, with ads extending offline into areas like TV and billboards. While the company typically focuses on still photos, some spots —like a recent one with narration by Carl Sagan —put the emphasis on video. Since the iPhone 6s, Apple phones have supported shooting 4K video, and all Plus models as well as the iPhone 7 offer optical image stabilization.

Rumors about the rear camera on this fall's "iPhone 8" indicate that it may switch to a vertical dual-lens arrangement, shoot in 4K at 60 frames per second, and use a laser for faster autofocus as well as augmented reality. Some Android devices already feature laser autofocus.