Can you see why Apple has been so focused on making photography great again on its iPhones?

Incremental, but innovative

Apple has been working hard to improve the camera ever since it realized iPhones were becoming more popular than cameras. With its LED flash, the iPhone 4 was a significant step on the journey. Today we have AR.

Don’t get me wrong: I see other smartphones sometimes offer more megapixels, but that’s only part of the story. It doesn’t matter how big your images are if you don’t have software to optimize them, hardware to improve them, services through which to share them or powerful image management tools to help you make the best of them.

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