Apple’s creative content marketing campaign, 'Shot on iPhone' for iPhone 15 and its evolution throughout the years

With the latest iPhone 15 drop, comes a new batch of “Shot on iPhone” content. With every iPhone release, this creative content marketing campaign showcases how powerful the new cameras are. Let’s take a look at how this campaign started and evolved.

How Shot on iPhone Started

Shot on iPhone campaign has been running since the launch of the iPhone 6 in 2014. In an interview with Adweek, Apple VP Tor Myhren explains that it was "a ridiculously simple idea based on behaviour we were seeing with people posting their photos and hashtagging them in different ways."

This campaign started with a focus on outdoor billboard placements as static, singular ad placements in a digital world. This campaign went on to become one of its most popular marketing campaigns seen across billboards and ads all over the world. The World Gallery also displayed photos shot by iPhone users on billboard ads in urban centres across the globe for a period of two years.

The campaign’s success then led to its expansion across digital video, TV, and social media. Apple has partnered with celebrities to create music videos, featured users' photos, and created and commissioned content for the campaign.

Shot on iPhone has become a tradition with every new iPhone release. It’s also popular among iPhone users who post #ShotoniPhone content on social media. #ShotOniPhone has 28.9m posts on Instagram and 4.2b views on TikTok.

@xeetechcare0 iPhone 15 Pro Max vs Samsung Galaxy S23 Ultra - Moon Camera Test! 🌔📷🔥 #iphone15#apple#samsung#tech#galaxys23ultra#iphone15pro#cameratest#moon#iphonevssamsung♬ original sound - XEETECHCARE

In 2022, Apple also promoted a "Shot on iPhone Macro Challenge" to reward the global and diverse community of iPhone photographers.

A Timeline of Memorable Shot on iPhone Content

Let’s take a look at some of the most impressive video content filmed using an iPhone over the years, watching as the quality improves with each new model.

2018: iPhone XS - The Reef - Maldives

This clip showcases the Maldives Whale Shark Research Programme through a series of underwater and slow-motion shots as the field team monitors different species using an iOS app to track animal movements.

2019: iPhone 11 Pro - A one-take journey through Russia's iconic Hermitage museum

Russian director Axinya Gog has created an epic 5-hour film where viewers experience a cinematic journey through one of the world’s biggest museums in St. Petersburg, Russia. The film is shot in one single in 4K quality. It covers 45 galleries, 588 masterpieces, and live performances in a mix of traditional and performance art. 

2020: iPhone 12 Pro - Emmanuel Lubezki

Emmanuel Lubezki, a cinematographer shows how the smartphone can be used by filmmakers to create movies instead of having to hire costly filming equipment. Emmanuel takes us on a journey explaining the evolution of the camera and how the iPhone will make filmmaking more accessible to a wider audience all the while showing beautifully lit shots and sweeping landscapes.

2021: iPhone 13 Pro - Whodunnit

Directed by J.B. Braud, Apple created this short film to showcase the extra lens and ‘Cinematic Mode’ features by creating a suspense drama featuring stunning close-up and mid shots.

2022: iPhone 14 Pro - The Great Escape in Turkey

An action-packed chase story directed by Sinan Sevinç, set in the historical streets of Istanbul's Grand Bazaar. It was shot from start to finish using various camera features of the iPhone 14 Pro, such as Macro shooting, Cinematic mode and Motion mode.

2022: iPhone 14 Pro - Chinese New Year

This film welcomes the year of the rabbit in collaboration with director Peng Fei in a story that reinvents the renowned Chinese Opera “Through the Five Passes.”

2023: iPhone 15 Pro - Olivia Rodrigo's 'get him back!!' Music Video

Multiple music videos have been shot on iPhones over the years, from Lady Gaga to Selena Gomez and k-pop band NewJeans. In the latest Apple-meets-music-world collaboration, Olivia Rodrigo’s new music video “get him back!” showcases the camera quality of the iPhone 15.