Apple has just released a new spot, already up on YouTube, featuring Austin Matthews of the Toronto Maple Leafs. But he's not in front of the camera this time. Instead, he's all about the #shotoniphone, capturing his teammate, Mitch Marner in action.

Auston Matthews, of the Toronto Maple Leafs, steps behind the camera to film his teammate, Mitch Marner. Get a peek behind the curtain into the lives of two of the biggest stars in the NHL.

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Coinciding with the Stanley Cup playoffs, North America's run up to the championship, it provides a fun, incredibly human, glimpse behind the scenes - and off the ice - from the point of view of one of hockey's hottest stars. And in a way that really takes advantage of the intimacy, immediacy, and mobility of the iPhone.

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I recently wrote about why so many people use and trust the iPhone as a camera, pro and personal alike. And this is very much that. Apple has emphasized everyday photography for years and that doesn't change if you take photos of your kids, your pets, or your NHL teammates.

Apple is also increasingly engaging with pro sports an athletes for everything from iPhone-driven augmented reality training, to stars like Matthews and Marner making Apple Watch a regular part of their lives.

So, safe guess, there'll be lots more to come.

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