The description of the Apple account reads, “Welcome to @apple. Tag #ShotOniPhone to take part,” indicating that Apple is searching for photos on Instagram to post on its account. Instagram users around the world have been already been posting photos using the hashtag.

iTunes, Apple Music, iBooks, Planet of the Apps, Carpool Karaoke, and Beats headphones already have Instagram accounts. The new Instagram account appears to source images from iPhone photographers around the world.

Each post is a collection of several photos with personal remarks from their photographers.

The account’s stories currently show Instagram users’ photos, which are narrated by sound clips of the photographers talking about their photo subjects and their approaches to photography.