--- description: New international ad campaign highlights photos shot on iPhone title: You Won't Believe These Incredible Photos Were All Taken With iPhones image: https://static.time.com/v3/assets/bltea6093859af6183b/blt7aaba0722094322f/69878196cd6848754b099f06/apple-instagram16.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Tech](/tag/time-section-tech/) ## Tech Update your preferences in [Account Settings](/account/preferences/) Close # You Won't Believe These Incredible Photos Were All Taken With iPhones ## Video: Shot on iPhone 6 by Jin C. [Watch (HLS stream): Shot on iPhone 6 by Jin C.](https://cdn.jwplayer.com/manifests/ydxlHgUU.m3u8) (0:15)  _Published 2015-06-02. Shot on iPhone 6 by Jin C._ by [Josh Raab](/author/josh-raab/) and [Olivier Laurent](/author/olivier-laurent/) Updated: Dec 13, 2023 4:22 PM CUTPublished: Mar 1, 2015 7:00 PM CUT  Lake Cushman, Hoodsport, Wash. Lake Cushman, Hoodsport, Wash.Cory Staudacher by [Josh Raab](/author/josh-raab/) and [Olivier Laurent](/author/olivier-laurent/) Updated: Dec 13, 2023 4:22 PM CUTPublished: Mar 1, 2015 7:00 PM CUT Apple is turning the spotlight on its users in a new international ad campaign that will see photos taken “by real people” displayed on billboards across the world. The switch in tactic—a first for a brand that traditionally favors product shots—will highlight the iPhone’s increasingly prevalent role in photography, both among amateurs and professionals, and is inspired by the popular use of the #iphoneonly hashtag on Instagram.  "Shot on iPhone6" billboard in Herald Square, New York City on March 3, 2015. Josh Raab For TIME In recent years, Apple’s popular phone has become one of the most used cameras in the world, with various models topping Flickr’s Camera charts since early 2011. The new ads, which will be displayed on billboards, bus stops and train stations, will remain minimalistic, featuring a photograph, with the words: Shot on iPhone. To coincide with the worldwide outdoor and print campaign, Apple has also unveiled a new [online gallery of images](https://www.apple.com/iphone/world-gallery/ "undefined") shot by 77 photographers in 70 cities across 24 countries. Some of the photographers featured are among Instagram’s most popular users from [Pei Ketron](https://instagram.com/pketron/ "undefined") to [Austin Mann](https://instagram.com/austinmann/ "undefined") and [Cole Rise](https://instagram.com/colerise/ "undefined"). “\[The campaign\] was a slightly mysterious process,” says Rise. “An ‘un-named’ company had reached out to my photography rep looking for exceptional examples of photos taken on an iPhone 6 or iPhone 6 Plus. I spent a few days rummaging through the archives of photos taken on a variety of recent trips across the Northwest, selecting the 15 or so that told the best story. Learning that this company was in fact Apple was both a pleasant surprise and incredible honor, having carried every iPhone model since launch.” Apple has now extended its campaign to include[ videos also shot on the iPhone6](http://time.com/3904728/apple-iphone-6-fan-videos/ "undefined"). The video below was shot by Jin C. in Nyaung Shwe, Myanmar. **Olivier Laurent** is the editor of TIME LightBox. Follow him on [Twitter](https://twitter.com/olivierclaurent "undefined") and [Instagram](https://instagram.com/olivierclaurent/ "undefined") @olivierclaurent [**Josh Raab**](http://www.joshraabphoto.com/ "undefined") is a contributor to TIME Lightbox. Follow him on [Instagram](http://instagram.com/instagraabit "undefined") and [Twitter](https://twitter.com/joshraabphoto "undefined")  BART Train toward San Francisco Klodjana Dervishi  Kototoi Bridge in Tokyo Jun Imaizumi  Inle Lake in Shan State, Myanmar Francis Olarte  The Chinese University of Hong Kong in Hong Kong Kinyat Chan  Takachiho Gorge in Kyushi, Japan Gayle Tan  Joffre Lakes in British Columbia, Canada Dan Carr  San Leandro, Calif. Klodjana Dervishi  Rochester, N.Y. James Bogue  Dubai David Kalonick  Norrebro suburb of Copenhagen, Denmark Brendan Ó Se  Santa Monica Beach in Santa Monica, Calif. Chris Cotter  Taft Point in Yosemite National Park, Calif. Pei Ketron  Hugh Boyd Soccer Field in Richmond, British Columbia John Lehmann  Wah Tai House in the Wah Fu Estate in Hong Kong Harold Lee  Garin Dry Creek Regional Park near Union City, Calif. Renee Mukherji ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3726913/apple-iphone-photo-campaign/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3726913/apple-iphone-photo-campaign/"},"headline":"You Won't Believe These Incredible Photos Were All Taken With iPhones","datePublished":"2015-03-01T19:00:04.000Z","dateModified":"2023-12-13T16:22:05.000Z","description":"These exclusive photos show how Apple is putting the focus on its customers photos, not products, in a new ad campaign","url":"https://time.com/3726913/apple-iphone-photo-campaign/","keywords":["Tech","Apple","Technology","iPhone","photography","iPhone 6 topic","LightBox"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt7aaba0722094322f/69878196cd6848754b099f06/apple-instagram16.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Josh Raab","jobTitle":null,"url":"https://time.com/author/josh-raab/"},{"@type":"Person","name":"Olivier Laurent","jobTitle":null,"url":"https://time.com/author/olivier-laurent/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt7aaba0722094322f/69878196cd6848754b099f06/apple-instagram16.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Lake Cushman, Washington, USA","caption":"Lake Cushman, Washington, USA","creditText":"Cory Staudacher","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/time-section-tech/","name":"Tech"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/3726913/apple-iphone-photo-campaign/","name":"You Won't Believe These Incredible Photos Were All Taken With iPhones"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"Shot on iPhone 6 by Jin C.","description":"Shot on iPhone 6 by Jin C.","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/ydxlHgUU/poster.jpg?width=720","uploadDate":"2015-06-02T13:11:23.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/ydxlHgUU.m3u8","embedUrl":"https://time.com/3726913/apple-iphone-photo-campaign/","duration":"PT15S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/3726913/apple-iphone-photo-campaign/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```