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Apple officially has its own Instagram account. The company launched its @apple handle today, 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.”

Apple already maintains multiple verified Instagram accounts, including one for Apple Music, iTunes, Beats 1, iBooks, Carpool Karaoke, and even Planet of the Apps. Oddly, though, it never had an account to highlight iPhone photography,…

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