Apple debuts 'Shot on iPhone' ad timed with European Football Championship

The commercial features customer-shot images and video of soccer players, fields, and stadiums, as well as some street photography. Accompanying it is "Wings," a song by Little Simz.

The spot comes just a few days after Apple added eight more videos to its "Shot on iPhone" collection. The marketing campaign is intended to draw attention to the company's camera technology and software, long one of the iPhone's key selling points.

The campaign has extended well beyond the internet in the past, including TV and print ads, and even billboards.

Apple is expected to place even more emphasis on photography in its next-generation of iPhones, giving 5.5-inch "Plus" models a dual-lens camera. Even regular 4.7-inch models may come equipped with optical image stabilization, something previously limited to Plus phones.