What you should know first of all is that Apple doesn’t really do social media, except for Instagram. It has official Facebook and Twitter accounts, but hasn’t posted anything on there yet. However, it does have multipible Instagram accounts for Apple Music, iTunes, Beats 1, iBooks, Carpool Karaoke, and even Planet of the Apps.

The newest @apple account showcases the work of iPhone photographers with the hashtag #ShotoniPhone. Each album features several short clips each dedicated to one photographer. The short video sequences show pictures or films with sound effects and interview sequences about the subject matter.

Based on the first posts, @apple finds some photos captured with an iPhone, asks the creator if they can share them and repost them on the company’s account. But the curators aren’t taking any photo themselves.

Interestingly, Apple relies heavily on the recently introduced gallery feature. It also encourages people to use the hashtag, probably aiming to make it a pop culture symbol, such as #ihavethisthingwithfloors.