Apple's 'Shot on iPhone' ad campaign, which began in 2014, has recently won the Grand Prix for Creative Effectiveness at the Cannes Lions festival, highlighting its enduring impact.

Andrea Diquez, the Jury President for the category, commended the campaign for its innovative approach to democratizing creativity and its effective use of user-generated content.

The campaign effectively showcases the iPhone's camera capabilities by featuring real photos taken by users, displayed prominently on billboards and transit posters.

The hashtag #ShotOnIPhone has gained traction on social media, allowing users to share their photography and contributing to the campaign's viral success.

Moreover, the campaign has inspired filmmakers, leading to several short films and theatrical movies, such as '28 Years Later', being shot on iPhones, showcasing their professional-grade capabilities.

Diquez further noted how the campaign transforms everyday moments into art, showcasing the creativity of iPhone users.

This successful campaign has significantly bolstered the iPhone's reputation as the world’s best-selling smartphone, with its camera being a crucial selling point according to 2025 data from Counterpoint Research.

Looking ahead, Apple plans to enhance the photography and videography features in the upcoming iPhone 17, reinforcing its commitment to providing advanced tools for users.

Nonetheless, the iPhone's processing capabilities allow users to produce social media-ready content directly from the device, distinguishing it from many Android competitors.

This year, the Creative Effectiveness Lions category saw a 6.5% increase in submissions compared to 2024, with Apple being one of only 17 entries recognized for excellence.

The Grand Prix award is given to campaigns that demonstrate long-term business impact through creativity, reflecting the success of the 'Shot on iPhone' campaign over its decade-long run.

Despite some criticism that many showcased images require additional equipment, Apple argues that high-quality footage generally necessitates professional tools, regardless of the camera used.