Not that Apple's a stranger to the platform's usefulness, since it's had an account dedicated to its Music service for awhile now, with matching ones on Twitter and Facebook. As Adweek points out, the company saw the value of having a presence on all three social media platforms for its audio subscription service, but is infamously miserly with any other social promotion (though they have main profiles on Twitter and Facebook, both are blank).

But for whatever reason, Apple's chosen now to showcase photos taken from its smartphones. So far, eight mini-collections of photos have been posted with attribution to the photographers.