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Apple Relaunches 'Shot on iPhone' Marketing Campaign for iPhone 6s

Apple yesterday relaunched its "Shot on iPhone" advertising campaign, showcasing a selection of impressive still photos taken using its iPhone 6s and iPhone 6s Plus handsets.

According to TIME, the new ad campaign comprises 53 images from 41 amateur and professional photographers from around the world. Each photo shot on Apple's flagship phones is set to appear on billboards across 85 cities in 26 countries.

Shot on iPhone 6s campaign
Shot on the iPhone 6s Plus and processed with VSCOcam (Photo: Erin Brooks)

The move follows last year's "Shot on iPhone 6" photography campaign, which featured a selection of filtered and unfiltered still images sourced from social media feeds. That campaign began with a gallery of photos on Apple's homepage, before rolling out across print media, transit station posters and billboards worldwide.

While the 2015 ads featured a range of photographic subjects from landscapes to extreme close-ups, this year Apple has chosen to focus on portraits.

One of the photographers featured in the latest campaign is Erin Brooks, whose portrait of her three-year-old daughter (above) shot on an iPhone 6s Plus was posted on Instagram and picked by Apple. Brooks told TIME:
I honestly couldn’t believe that they contacted me. Photography for me, has been a huge creative outlet. It has taught me so many things about telling a story with an image, capturing someone’s personality, and it helped me move out of my postpartum depression… Taking photos of my daughters, and their blossoming connection of sisterhood, helped me get well. I started to notice the pure beauty of my life, and connect with it, and with them, on an even deeper level.
The iPhone marketing push comes just weeks after Apple reintroduced its global "Start Something New" campaign, which features an online gallery of creative work made by artists using Apple products and apps.

Related Roundup: iPhone 6s
Buyer's Guide: iPhone (Caution)


Top Rated Comments

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16 weeks ago

Yeah because the shots in the commercials couldn't be shot on any other phone?

So no smartphone maker should advertise their camera because all smartphones have decent cameras?

i know but they insinuate it...hence the shot on an iphone. What makes it different? I mean I take my 6s+ everywhere and use it to take shots. But what makes it different? The commercial make no mention of anything that makes the shots different. No specific features that could only be done while using an iphone.


The point is they were taken with an iPhone, not something else. These weren't special photographs Apple commissioned, they're curated from social media. All Apple's campaign is saying is look at the amazing photos people have taken with their iPhone.
Rating: 17 Votes
16 weeks ago

Who said that? I sure didn't. I would rather them focus on the features that make using an iphone different.


I think what they are trying to show is that the iPhone is as good as any other camera. Not that it is better than any other smartphone. They are doing this by showing people's photos versus spouting off specifications.
Rating: 10 Votes
16 weeks ago

Yeah because the shots in the commercials couldn't be shot on any other phone?


I must have missed the part in the commercials where they claim that those pics can only be taken on the iPhone. :rolleyes:
Rating: 9 Votes
16 weeks ago
You can tell they're shot on a 6s from that ridiculous noise reduction. *roll eyes*
Rating: 9 Votes
16 weeks ago

So no smartphone maker should advertise their camera because all smartphones have decent cameras?



The point is they were taken with an iPhone, not something else. These weren't special photographs Apple commissioned, they're curated from social media. All Apple's campaign is saying is look at the amazing photos people have taken with their iPhone.


I thought the ad was basically saying - hey, you don't need a seperate point and shoot or an SLR to take great pics. The camera you already have in your pocket is great.

Onther message I think it sends is - hey, instead of spending money on a camera, spend money on an iPhone and you get a great camera as a bonus.
Rating: 8 Votes
16 weeks ago
I like the focus on the art of photography, rather than pixel peeping and test scores. Good move Apple.
Rating: 6 Votes
16 weeks ago

So the "s" is 6s now means "so our ad creativity is sapped so lets just rehash a photography campaign from a year ago"?

Why not if it was successful? That Mac vs PC ad campaign ran for more than one year.

I thought the ad was basically saying - hey, you don't need a seperate point and shoot or an SLR to take great pics. The camera you already have in your pocket is great.

On ther message I think it sends is - hey, instead of spending money on a camera, spend money on an iPhone and you get a great camera as a bonus.


This too. Campaign seems pretty straight forward to me and if it was successful last year I'm not surprised Apple is bringing it back. Maybe it will be a staple of iPhone campaigns from now on.
Rating: 5 Votes
16 weeks ago
Despite whatever anyone wants to say about the Camera itself, The campaign works due to its simplicity and image. And it's a good campaign.

there's no "feature list", or "MHZ battle". it's simple. It's telling people "Look, we have great photos". When a simple user, who doesn't know a Megahertz from a Megabyte, or a pixel from 4GLTE-doohicky. They just know they want to take photos, and hey, the photos in the commercials look good.

So when they go to buy a phone, Apple is on their mind. Voila, Marketing campaign success. In their minds, they equate the iPhone with the high quality photos that they see on the commercials/billboards.

And lets be frank. there's nothing wrong with the iPhone camera. it is one of the best in smartphones. if you're looking for a good point and shoot camera in your phone, you won't go wrong with an iPhone.
Rating: 5 Votes
16 weeks ago

Who said that? I sure didn't. I would rather them focus on the features that make using an iphone different.

See, this is the exact mentality of a forum poster on an enthusiast board. Narrow-minded thinking. You have to think about the consumer who is not in tune with Apple's products. I have an iPhone 6 Plus. I honestly don't know how great the Samsung Galaxy S6's camera is because I don't keep up with Samsung's phones as I have no interest in Android.

You do realize there are literally thousands of people that are thinking of getting a new camera and an iPhone (for other purposes) and have the notion that a Smartphone camera is nothing more than a low-grade SnapChat camera that couldn't compete with a good quality point and shoot.
That's the whole point of the ad. The rest of the world is not "US" on this forum.
Rating: 5 Votes
16 weeks ago
They should improve low light images, then they can show off how great their camera is...
Rating: 4 Votes

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