Apple's new ad campaign features snapshots taken by iPhone 6s and 6s Plus smartphones as an update of the original version that spotlighted the iPhone 6 model. The "Shot on iPhone 6s" campaign features a group of amateur and pro photographers' still images collected from various social networks including Facebook-owned Instagram.
Time reports that Apple's ad campaign will roll out with 53 images from 41 professional and amateur photographers. Starting on January 31, Sunday they first appeared on billboards in 85 cities located in 26 countries around the world.
Last March Apple launched "Shot on iPhone" as an online portal named World Gallery, which was followed by worldwide billboard and outdoor ads, according to Apple Insider. The advertisements won Apple and TBWA\Media Arts Lab several Cannes Lions awards.
The original "Shot on iPhone 6" campaign featured various photo subjects ranging from landscapes to close-ups, according to Time. However, the focus of the new campaign is on people's portraits and mostly in everyday situations.
Eric Brooks is one of the featured photographers. She told Time through an email she was shocked when Apple selected the photograph of her three-year-old daughter she posted on Instagram, for the ad campaign. Brooks used an iPhone 6s Plus to snap the picture.
Brooks explains that photography has taught her how to use an image to tell a story. It also helped to free her from depression after giving birth.
It is likely Apple will update World Gallery if it follows last year's launch of the iPhone 6 ad campaign. It could also add ultra high-definition (UHD) 4K video footage shot on iPhone 6s handsets.
The latest campaign follows Apple's revamped "Start Something New" ad campaign that includes works of art made by Apple devices. They include iPhone 6s, iPad Pro, and Mac. The 2014-launched ad series centers on the use of Apple's hardware ecosystem and software to maximize artists' creative potential.
Apple's 6s series will be followed by the 5SE/6c model, and the much-anticipated iPhone 7 series. The latter will reportedly include a large 5.5-inch Plus version that could become the new flagship model. It will feature two rear cameras that work together to provide optical zoom as well as "DSLR-quality" images.
Here's a "Shot on iPhone 6" video: