Apple has joined Instagram, in a move designed to showcase pictures taken on its iPhone range.
The California company is famously reticent about using social media and maintains nothing more than a skeleton presence on platforms including Twitter and Facebook.
Rather than using Instagram to promote its wider iPhone brand, Apple has stayed focused only on its smartphone’s camera, echoing its hugely popular ‘Shot on iPhone’ ad campaign which dates back to 2014.
There are eight galleries to explore, showing off abstract shots, wildlife snaps and striking portraits.
The move is likely a precursor to the launch of the iPhone 8, due next month, giving Apple a social media space to tout images taken on that device’s beefed up dual lens camera.
It may also give it a chance to show off 4K slow motion video, an iPhone 8 feature that has been heavily touted by leakers and Apple watchers in recent weeks.