Apple launched an official Instagram account today, @apple. Rather than opting to promote general company news, the primary focus of the account appears to be functioning as an extension of Apple’s long-running ‘Shot on iPhone’ ad campaign.

Nearly all of the initial posts from the account are galleries featuring various photos and videos shot using iPhones. Each post’s caption reads ‘#ShotoniPhone by…’ followed by a list of the names and accounts of those who created the content, and a quote from those content creators about their work. The bio line of the account reads, “Tag #ShotoniPhone to take part.” Presumably using that tag may lead Apple to contact you about including your work in one of their upcoming collections.

While the focus of the account may change in the future, Apple’s current strategy of tying together its photography marketing campaign with the real work of photographers on Instagram is an effective, thoughtful use of the platform. By connecting with content creators and highlighting their work, Apple is not only fostering an environment of social connection among both amateur and professional photographers, but it’s also promoting the iPhone’s strengths as a camera.