Right now, Apple is dedicating its entire homepage to big-up its iPhone 6 camera. Visitors are encouraged to visit the website's "World Gallery" feature, which showcases some of the most compelling shots taken with the smartphone.
The idea is to inspire others to make better use of their iPhone 6, and to "see what's possible with the world's most popular camera." Apple picked some of its favourites in order to create a stream of pictures. There's a blend of travel photography, portraiture, and arty shots. (Only the first names of photographers are given.)
It's not just about artistry, though. As Macrumours points out, Apple's homepage change happen on Sunday, just as Samsung announced its new Galaxy S6 at Mobile World Congress (MWC) in Spain. This image was shot by Ahmed A in New Mexico.
Of course, HTC also unveiled its new smartphone, the HTC One M9, at MWC. And we're not sure whether it'll will manage to take photos like this one, by Alistair B in Scotland.
Or this one – an Arizona desert scene taken by Andrew P.