On the evening of November 5th, 2016, dozens of photographers put away their DSLR cameras and pulled out their iPhone 7s.
The photographers — who hailed from all corners of the world — were encouraged to explore "from Arctic ice caves and Indonesian volcanoes to the clubs of Johannesburg and rooftops of Shanghai" to capture low-light photos and videos using their iPhone 7s.
And (surprise, surprise) the results were breathtaking.
Where can we see the photos?
You can view a few online on Apple's website (opens in new tab), but the company is also displaying them in person "in 25 countries beginning [January 30]".
Okay, so what does that mean?
It's currently unclear whether Apple will be unveiling the final products on billboards or buildings or what have you; we'll just have to wait and see!
What did photographers take photos of, and where?
This is super cool! Anything else we should know?
Fun fact: More photos are taken on the iPhone than any other camera on the planet. Pretty cool, hey?
What do you think?
Are you a big fan of this type of advertising campaign, or do you think it's a bit blah? Let us know what you think in the comments below!
Cella writes for iMore on social and photography. She's a true crime enthusiast, bestselling horror author, lipstick collector, buzzkill, and Sicilian. Follow her on Twitter and Instagram: @hellorousseau
Those pictures looks so sick! Awesome 👏🏻
Those pictures are incredible.
Thank you for signing up to iMore. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.