Correction appended, Aug. 7
Apple on Monday launched a new Instagram account, exclusively featuring photos and videos shot using the iPhone.
The account, which will curate photos tagged with the hashtag “#ShotOniPhone,” is meant to serve as inspiration for mobile photographers.
Apple’s Instagram page is starting out with nine short videos of different photographers’ work. Each video offers a selection of photographs with an artist voiceover discussing their work and inspiration. The first few videos show work ranging from wet dogs to portraits of people against the colorful walls of Philadelphia. The videos also feature the Instagram handles of the photographers featured, making it easy to follow them on their own pages.
The Instagram profile centers around a theme of diversity, showcasing photographers of varying ages, backgrounds, locations and cultures.
Apple has launched other Shot on iPhone campaigns, include one highlighting night photography.
Correction: The original version of this incorrectly described Apple’s Instagram account. It is the company’s eighth Instagram account, not its first.
More Must-Reads from TIME
- Why Trump’s Message Worked on Latino Men
- What Trump’s Win Could Mean for Housing
- The 100 Must-Read Books of 2024
- Sleep Doctors Share the 1 Tip That’s Changed Their Lives
- Column: Let’s Bring Back Romance
- What It’s Like to Have Long COVID As a Kid
- FX’s Say Nothing Is the Must-Watch Political Thriller of 2024
- Merle Bombardieri Is Helping People Make the Baby Decision
Contact us at letters@time.com