• Tech
  • Technology

You Won’t Believe These Incredible Photos Were All Taken With iPhones

2 minute read
Updated: | Originally published: ;

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.
"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 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 to Austin Mann and Cole Rise. “[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. The video below was shot by Jin C. in Nyaung Shwe, Myanmar.

Olivier Laurent is the editor of TIME LightBox. Follow him on Twitter and Instagram @olivierclaurent

Josh Raab is a contributor to TIME Lightbox. Follow him on Instagram and Twitter

BART Train Toward San Francisco
BART Train toward San Francisco Klodjana Dervishi
Kototoi Bridge, Tokyo
Kototoi Bridge in TokyoJun Imaizumi
Inle Lake, Shan State of Myanmar
Inle Lake in Shan State, MyanmarFrancis Olarte
Chinese University of Hong Kong
The Chinese University of Hong Kong in Hong KongKinyat Chan
Takachiho Gorge, Kyushi, Japan
Takachiho Gorge in Kyushi, Japan Gayle Tan
Joffre Lakes, British Columbia, Canada
Joffre Lakes in British Columbia, Canada Dan Carr
San Leandro, CA
San Leandro, Calif.Klodjana Dervishi
Rochester, New York
Rochester, N.Y.James Bogue
Downtown Dubai, Burj Khalifa
DubaiDavid Kalonick
In the Norrebro suburb of Copenhagen, Denmark
Norrebro suburb of Copenhagen, DenmarkBrendan Ó Se
Santa Monica PCH Beach
Santa Monica Beach in Santa Monica, Calif.Chris Cotter
Taft Point in Yosemite National Park
Taft Point in Yosemite National Park, Calif.Pei Ketron
Hugh Boyd Soccer Field in Richmond, British Columbia (No additional info provided)
Hugh Boyd Soccer Field in Richmond, British Columbia John Lehmann
Wah Tai House, Wah Fu Estate, Hong Kong
Wah Tai House in the Wah Fu Estate in Hong KongHarold Lee
Garin Dry Creek Regional Park near Union City, CA
Garin Dry Creek Regional Park near Union City, Calif.Renee Mukherji

More Must-Reads From TIME

Contact us at letters@time.com