Apple has finally launched its official Instagram account last week.

Apple possibly waited until now to launch its official account because of past tension between the company and Instagram. Phil Schiller, senior vice president of worldwide marketing, deleted his Instagram account in 2012 after the app launched on Android. He said at the time that it actually had nothing to do with Android and rather with the idea that the platform got too big for his liking, even after Apple named it the app of the year in 2011.

The company opted its @apple handle, 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. Apple encourages other Instagram users to participate through the hashtag “#ShotoniPhone.”

Instagram now has 700 million monthly active users across Apple and Android, So I’m fully agreed with Ashley of The Verge about Schiller, that he was probably right. The app is big, but it’s also impossible to ignore, particularly if you want to show off how good your phones’ cameras are.

 

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