Apple Arrives On Instagram, But Why Now?

Apple opened a corporate Instagram account yesterday and although the content is pretty tedious - shot on iPhone images and an exhortation for iPhone users to join in the fun - the timing is interesting. 

Apple's 'Shot on iPhone' campaign is old as is the iPhone 7 Plus, Apple's most recent push in smartphone photography. 

Which makes me wonder whether Apple is going to do something new with its cameras on one or more of the new iPhones. Something which would require bigger exposure than just the occasional Apple billboard.

Something which needs exposure on a big social network with a photographic focus. Like Instagram.