Apple is taking its retail stores to the next level by commissioning 12 artists to create works for its new marketing campaign,”Start Something New.”

The works created by the artists will be shown in all Apple brick and mortar shops country-wide, according to the AP, so shoppers can become inspired to find their inner creativity.

The 12 artists, who are at various stages of their career, all use Apple products to create their work. Travel photographer Austin Mann uses an iPhone 6 to take panoramic photos of dream-like landscapes. “In the photography industry especially, when you are getting started you are always seeking gear.” He says using the iPhone encourages people to “shift away from focusing on gear and equipment.”

After discovering the Brushes app, painter Roz Hall, dropped the traditional paint brush on canvas approach and exclusively makes works on the app and his iPad. “What I liked about it was that there was no setup.” Hall says he prefers working with the iPad instead of a desktop because “you don’t feel like you are fighting a computer to create your art. You feel connected to the artwork.”

Alistair Taylor-Young, who has shot for fashion brands such as Armani and Fendi as well as print publications from Condé Nast Traveler to French Vogue, uses the iPhone 6 to capture rainy cityscapes  in his project “Crystal Mosaic.” The photographer started using the iPhone in 2007 when it first came out. “The moment I picked up the phone and started taking pictures, it reminded me of photography in its infancy. You couldn’t focus, change exposure. You just saw something and took a photo.”

Although the quality of the camera on the iPhone has vastly improved since 2007, its ability to allow anyone to be a potential photographer or artist is perhaps what Apple is trying to aim at with their new campaign.