Dive Brief:

• Apple is promoting the iPhone 6 with a new campaign featuring user-generated photos shot with the iPhone 6 and iPhone 6 Plus. 
• The “Shot on iPhone 6” campaign will run in print and outdoor, conveying the fact that you can blow iPhone 6 photos up to billboard size. 
• Apple found all of the the images online, selecting photos from 77 users in 24 countries for the campaign. 

Dive Insight:

Apple’s new “Shot on iPhone 6” campaign features real users’ photos to show how easy it is to capture a great image on the iPhone 6 and iPhone 6 Plus, even blown up to billboard size. Apple found all of the images used in the campaign online after sorting through thousands of uploads, and has posted many of the images online with instructive photo tips. 

With almost 75 million sold in its first full quarter of release, the iPhone 6 and iPhone 6 Plus feature improved software and hardware that they say makes it easy to shoot a stunning image—a major point of differentiation among every OS’ smartphones. 

“People take incredible photos and videos on iPhone 6 every day,” Apple’s site says. “And here are some of our favorites. Explore the gallery, learn a few tips, and see what’s possible with the world’s most popular camera.”