Photo by Greg Schmigel/www.justwhatisee.com

Greg Schmigel started shooting street photography with his iPhone 2G about four years ago. When he realized it took pretty decent photos, he decided he wanted to create a project that was simple, interesting and unique, and “Just What I See” was born. (He’s upgraded to the 3GS and 4 since then.) As he told the blog Uglybaby, “I really believe that about 80% of photography is about what the photographer sees. Your choice of camera makes up for the rest.” You can see more of his work here.

These days, some sort of creative endeavor with an Apple product equals instant buzz. Only Oprah has greater popular culture eminence! See Atomic Tom’s iPhone app jam session here or Jesse Rosten’s iPad-lit photo shoot here.  (Atomic Tom’s video has over four million hits since mid-October. Four million!)