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You can still take a great picture and it have a commercial purpose though. The photograph I shared is one of the definitely photographs in the history of art, so it is quite arty.
I think the Rapha one is a great photo as it's doing exactly what it intends to do; tease a product that's not released yet. It does that very well. It accurately represents the product very poorly, but that's not the idea.
mrJL
dau
Now that's a good picture (because it's not trying to be arty or advertise a product.)
Just my opinion though ! :)