Apple isn't the most social tech company in the sense that it doesn't use Facebook, Twitter, or other social media much. But that's going to change now, at least a bit, with the launch of @Apple on Instagram. The company recently created this new account on the photo sharing app (which is owned by Facebook), and it appears to be a way for Apple to show off iPhone photography for now.
There are currently nine posts on the new Instagram account, all of which are slideshows of iPhone photographers' work. In the "hello" introduction post, Apple describes the slideshows and short videos as looks "through the lens of iPhone users around the world." Each post has a caption that details the photographers of each picture, including their Instagram handles, and a description of each photograph written by the photographers themselves. All the posts also include the #ShotoniPhone hashtag, which Apple also encourages users to tag their photos with if they want to be considered for inclusion in a new photo montage.
Apple uses the "Shot on iPhone" tagline in many of its advertisements, so it's a natural fit for such a photo-centric social media outlet. The company already has a few Instagram accounts for some of its other services including Apple Music, iTunes, and the Beats 1 radio station, and it makes sense for the company to create one almost as an extension of the "Shot on iPhone" ad campaign.