Correction appended, Aug. 7
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.