Whether it’s the iPhone 12 mini or the high-end iPhone 12 Pro Max, Apple’s latest handsets are pretty darn great when it comes to taking photographs. To show just how good, on Tuesday Apple released a lineup of images, snapped using its latest iPhones.

From hyper-detailed close-ups to moody interiors to gorgeous landscapes, they show off just how versatile Apple’s new camera phones actually are.

Apple has been running its “Shot on iPhone” campaign for more than half a decade at this point. In 2015, the jury president of the Outdoor Lions competition at Cannes praised it as, “not just a great idea, [but] a game-changer.”

To me, it’s a perfect bit of Apple marketing. For years, Apple was a company that was built on personal recommendations. Before it became the $2 trillion giant it is today, my early exposure to Apple was through people evangelizing the technology, and talking about what it allowed average users to do. There’s nothing average, of course, about the photography on display here. But that same idea applies: That using the iPhone camera we all carry around with us, it’s possible to take beautifully realized, artistic images.

Steve Jobs once spoke about how music was a unifying force for people, which is why iTunes was so powerful. The same could be said for photography. This campaign works because it doesn’t just reel off iPhone camera specs. It shows what ordinary people can do with extraordinary tools — and a whole lot of talent. The results are, well, kind of magical.

Check out some of the images below. For more, you can look at Apple’s press release here.

“Shot on iPhone” using the iPhone 12