Apple is renowned for doing things its own way, and until now shunning social media has been part of the company's modus operandi.

Yet the times are changing and Apple has now dipped its toes tentatively into social. However it didn't choose one of the heavyweights like Facebook or Twitter – it choose Tumblr.

iPhone home

Apple has just launched isee5c, a Tumblr site dedicated to its low cost (and by some estimates, low performing)  iPhone 5c.

The site features short form animated ads for each colour the phone is available in. There is also a tab promising more content will be coming soon.

Baby steps

While Apple manages Facebook and Twitter accounts for iTunes, this is the first time the company has marketed its products directly via social media.

For the record, the official @Apple Twitter account has managed to net over 26K followers without sending a single tweet.

Young guns

So why did Tumblr get first dibs? Demographics.

While teens are fleeing Facebook for newer platforms like SnapChat, Tumblr's audience remains sprightly.

Over half (56 per cent) of Tumblr users in the US are under 34, which happens to neatly correspond with the number of iPhone 5c users in that age range.

If Apple can convince some Tumblr users to become iPhone 5c owners, it might mean a more social Apple in the future.

To find out more visit isee5c.tumblr.com. 

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