Apple Brings Back ‘Shot On iPhone’ Marketing Campaign, but with a Twist

The iPhone has long been celebrated for a number of reasons, but a major reason is its camera. Sure, it might not have the highest megapixel count on the market, but when you get right down to it, megapixels don’t make a great photo. They only help define how that photo will look on different-sized screens.

Apple is bringing back the “Shot On iPhone” marketing campaign that it used for the iPhone 6, this time, obviously, for the iPhone 6s. The campaign features 53 images from 41 amateur and professional photographers.

Previously, the shot on iPhone campaign has included a range of images, from landscapes to extremely close-up images. This time around, it seems as though Apple is mainly focusing on portraits, with most of those portraits having been photographed in everyday moments. For example, one of the photographers, by the name of Erin Brooks, was included in the campaign after taking a picture of her three-year old daughter, which was posted to Instagram.

“I honestly couldn’t believe that they contacted me,” said Brooks in an interview with TIME. “Photography for me, has been a huge creative outlet. It has taught me so many things about telling a story with an image, capturing someone’s personality, and it helped me move out of my postpartum depression… Taking photos of my daughters, and their blossoming connection of sisterhood, helped me get well. I started to notice the pure beauty of my life, and connect with it, and with them, on an even deeper level.”

All of the photos in the campaign were shot on the iPhone 6s or 6s Plus, and they will be put on display on billboards in 85 cities, in 26 countries. Apple says that it hopes that the images will help inspire iPhone users to experiment in taking more photos with their devices.

The camera on the iPhone 6s has a 12-megapixel sensor along with new image signal processing technology, which Apple says produces sharper and more vibrant colors. The camera is able to shoot video in Ultra HD 4K resolution, which has become the standard over the past year or so. The camera on the iPhone 6s Plus features the same technology, however it also offers what’s called optical image stabilization, which is essentially aimed at reducing the effects of the user’s hand shaking, something that can effect the blurriness of photos, and also has use in videos.

In fact, many have put the optical image stabilization in the iPhone 6s Plus to test, namely GigaTech, which uploaded a video showing off the difference between video shot on the iPhone 6s and video shot on the iPhone 6s Plus.

As you can see, there is quite a difference between the two videos, and the iPhone 6s Plus video appears to be a lot smoother. While the iPhone 6s doesn’t offer optical image stabilization, it does offer what’s called digital image stabilization, which is basically a software attempt at recreating image stabilization.

Of course, while most find it difficult to argue with the iPhone’s photos when they see them, there is one thing that Apple has arguably lagged behind on – megapixel count. The company only recently announced that the iPhone would make the jump from 8 megapixels to 12 megapixels, however some suggest that still might not be enough to keep critics at bay.

Megapixels don’t really define the quality of a photo, however they do help future-proof images taken. Basically, the number of megapixels that a camera offers defines a photo’s resolution. As display technology has improved, this has become more important, essentially because photos with lower resolutions can look blurry on a high-resolution display.

Still, many suggest that after a certain point, the human eye won’t really be able to tell the difference, and that the number of megapixels would be more important if iPhone photos were being blown up to be used on huge roadside billboards, or something similar. Generally speaking, professional cameras are used for those.

The billboards for the “shot on iPhone” campaign should be shown in most major cities, especially in the US. The photos will be put on display in the coming months.

Learn More: 5 Things You Didn’t Know Your iPhone Could Do