By Apple | Campaign: Real is Rare
We used to take pictures to remember.
Now we take them to erase.
We erase the shadows under our eyes, the birthmark on our cheek, the grain in the room at night.
We slide brightness up, texture down, smooth out every wrinkle of real life until we forget what life looked like to begin with.
But deep down, we remember.
What We Lose When We Filter Everything
We remember the way the light hit us at 3AM.
We remember the photo that wasn’t perfect—but felt true.
We remember the moments when the camera didn’t flatter us… and we didn’t care.
Because those moments felt honest.
We’ve gotten used to seeing polished versions of ourselves—lit from the right angles, adjusted to meet ever-shifting standards.
And slowly, we start editing our memories the way we edit our photos.
What do we lose when we stop recognizing our own reflection?
Maybe the version of you with sleepy eyes, messy hair, or a quiet face…
was the truest one all along.
A Campaign That Honors the Unedited
“Real is Rare” is more than a campaign.
It’s a return.
A return to flaws, to freckles, to first takes and bad angles and soft light and shaky hands.
To reality.
To you.
Because when we look back at our lives, it won’t be the perfect takes that move us.
It’ll be the blurry photos.
The shaky hands.
The ones we almost deleted.
Let’s Make Unfiltered Normal Again
With iPhone, we’re not asking you to show us your best self.
We’re just asking you to show us you.
✨ Explore our Instagram gallery for real, unfiltered stories from creators just like you.
📎 Download the infographic of Real is Rare: Self-Shot for five tips to fall in love with your raw image again.
📱 Discover the latest iPhone features designed for authentic expression on the official Apple iPhone page.
#RealIsRare