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This article was published on March 1, 2015

Apple’s new ad campaign shows the only camera you need is the one in your pocket

Apple’s new ad campaign shows the only camera you need is the one in your pocket
Owen Williams
Story by

Owen Williams

Former TNW employee

Owen was a reporter for TNW based in Amsterdam, now a full-time freelance writer and consultant helping technology companies make their word Owen was a reporter for TNW based in Amsterdam, now a full-time freelance writer and consultant helping technology companies make their words friendlier. In his spare time he codes, writes newsletters and cycles around the city.

Apple today launched a new advertising campaign — during Samsung’s Galaxy S6 keynote — that highlights photos shot by users around the world on the iPhone 6.

Instead of using marketing images, Apple went out and found the best shots taken on the iPhone 6 by everyday people. It gathered pictures from around the world shot purely on the iPhone 6 into a beautiful gallery and details what apps were used to capture the shot.

Screen Shot 2015-03-02 at 9.03.27 am

According to Buzzfeed today, Apple approached users who uploaded the images to places like Flickr and Instagram and asked for permission to use them. Some images will be turned into billboards around the world.

The pictures Apple has chosen show just how powerful phone cameras have truly become. Gone are the days where you had to carry a real camera to capture moments in great detail, now all you need is what’s in your pocket.

The iPhone’s popularity on Flickr has shown just how quickly this idea has become mainstream. iPhone 5s still tops the most popular camera over DSLRs, while the iPhone 6 is quickly gaining steam.

➤ iPhone World Gallery [Apple]