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To get out in front on photographic quality, Apple could conceivably sell cases with a rotating disk containing paired lenses—one for each of two lenses with rotation for different pairings— for alternate focal lengths and macro ability. Another add-on to up-sell.
I’m also curious if they are working on a 3 lense system.
Another exciting area is computational photography as is done with the two lenses used together.
I read earlier this year that Apple has around a thousand people that work on computational photography (Jean-Louis Gassée’s Monday Note blog—former Apple exec, BE OS founder and very smart guy). That’s much more than Canon, Nikon or Sony can afford to invest.
Apple is very serious about photography and AR. Since their pipelines for products can be as much as 5 to 7 years, believe Tim Cook when he says AR is going to be a big deal.