Apple officially has its own Instagram account.
The company launched its @apple handle this week, which for now, features a series of photo sets comprised of iPhone photographers' work.
Apple bills the effort as "a look through the lens of iPhone users around the world."
Each album asset is actually a video slideshow of a photographer's work with an accompanying sound clip of her or him talking about the subject matter.
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Apple encourages other Instagram users to participate through the hashtag "#ShotoniPhone."
