Apple has unveiled a new global advertising campaign designed to showcase one of the most distinctive features of its latest flagship device. Titled “Smart Group Selfies,” the initiative highlights the upgraded Centre Stage front camera available across the iPhone 17 Pro lineup, positioning the technology as a tool that brings people together through authentic shared moments.
Developed in collaboration with TBWA\Media Arts Lab, the campaign focuses on real communities from different parts of the world. Rather than relying on staged scenarios, the creative concept celebrates genuine group experiences shaped by culture, tradition, and collective identity. The result is a series of portraits that emphasize connection and spontaneity, all captured through the advanced capabilities of the new iPhone camera system.
At the heart of the campaign is Apple’s redesigned Centre Stage feature. For the first time, the iPhone front camera incorporates a square sensor, offering a wider field of view and improved image resolution of up to 18 megapixels. The technology automatically adjusts framing to keep every person in focus, making group photography easier and more natural. Users can also capture images in both portrait and landscape formats while holding the device vertically, ensuring greater comfort and stability.
To illustrate the global relevance of the feature, Apple has chosen to spotlight a diverse range of communities. Among those featured are the Compton Cowboys, known for redefining urban cowboy culture, and the Haenyeo divers of Jeju Island, an intergenerational sisterhood preserving a centuries-old tradition. Other groups include Maltese dog owners in Korea, members of Southeast Asia’s Y3K aesthetic movement, and Indonesia’s long boat crew, represented by viral personality Rayyan Arkan Dhika.
The campaign also pays tribute to subcultures and iconic local scenes, featuring Japanese cosplayers and rockabillies, Brooklyn grandmothers celebrated as neighborhood nonnas, and the legendary staff of Katz’s Delicatessen in New York. Each story reinforces the idea that the best photographs are those that capture real people in meaningful contexts.
“Smart Group Selfies” will begin airing in the United States through broadcast channels before expanding to out-of-home, digital out-of-home, and social media platforms worldwide starting the week of February 23. Apple plans to adapt executions to different markets, highlighting local communities and cultural references in each region.
With this campaign, Apple continues to position the iPhone not only as a technological device but also as a creative companion for everyday life. By focusing on shared human experiences, the brand underscores how innovation can enhance the way people document and celebrate their personal stories.
