Apple isn't the most social tech company in the sense that it doesn't use Facebook, Twitter, or other social media much. But that's changing, at least a bit, with the launch of @Apple on Instagram. The company recently created this new account on the Facebook-owned photo sharing app, and it appears to be a way for Apple to show off iPhone photography for now.

There are currently nine posts on the new Instagram account, all of which are slideshows of iPhone photographers' work. In the "hello" introduction post, Apple describes the slideshows and short videos as looks "through the lens of iPhone users around the world." Each post has a caption that details the photographers of each picture, including their Instagram handles, and a description of each photograph written by the photographers themselves. All the posts also include the #ShotoniPhone hashtag, which Apple encourages users to tag their photos with if they want to be considered for inclusion in a new photo montage.

The company uses the "Shot on iPhone" tagline in many of its advertisements, so it's a natural fit for such a photo-centric social media outlet. Apple already has a few Instagram accounts for some of its other services, including Apple Music, iTunes, and the Beats 1 radio station, and it makes sense for the company to create one almost as an extension of the "Shot on iPhone" ad campaign.

The birth of the account comes as the launch of the iPhone 8 approaches in the fall, and as rumors about the smartphone's camera abound. Some suggest the iPhone 8 could have a vertically mounted dual camera setup (as opposed to the iPhone 7's horizontal arrangement) and that the camera may shoot 4K video at 60fps. While leaks via a HomePod firmware update seemed to confirm details like bezel-less design and infrared facial recognition tech, no firm information has yet surfaced about the upcoming device's cameras.