Apple Expands Instagram Presence with New ‘Hello Apple’ Account

Apple has launched a new Instagram account, @helloapple, to complement its existing @apple account, which currently boasts over 36 million followers. The new account aims to share company news, stories, product marketing, and highlight the creativity inspired by Apple products.

A Second Instagram Account for a Broader Reach

Whereas Apple has long utilized Instagram, primarily for its “Shot on iPhone” campaign through the @apple handle, the introduction of @helloapple signifies a strategic expansion of its social media presence. According to Apple, the new account will showcase how its products integrate into everyday life and celebrate the function of its creator community. It will also offer occasional behind-the-scenes glimpses into the company’s operations. [MacRumors]

Content Strategy: Beyond Corporate Messaging

Early posts on @helloapple include a video simply stating “Hello,” a share of Apple CEO Tim Cook’s “50 Years of Thinking Different” letter, promotions for the MacBook Neo, and information about Apple TV’s exclusive streaming of Formula 1 races in the United States. [9to5Mac] This suggests a content strategy that leans towards being less formal and more engaging, potentially targeting a Gen Z audience, mirroring Apple’s successful approach on TikTok. [9to5Mac]

Expanding Social Media Footprint

Apple’s broader social media strategy includes dedicated Instagram accounts for Apple Music, Apple News, Apple Books, Apple TV, Apple Fitness+, and Apple Creator Studio. The company has also recently enabled commenting on its TikTok videos, further demonstrating its commitment to expanding its reach on these platforms. [MacRumors]

Recent Highlights on @helloapple

As of March 12, 2026, the @helloapple account featured an exhibition of work by Thai artist and Crybaby creator @crybaby_molly_ at Apple Iconsiam in Bangkok. [Instagram]

The account’s bio succinctly states its purpose: “Our stories, and yours.”