> Also what's up with Apple being so obsessed about pictures? It's a very, very, very common and important use case for the phone. The iPhone has been for many years the "most popular camera in the world" according to pretty much any metric and any website (Flickr, Instagram, you name it). They can't keep substantially improving how well it makes phone calls, only tiny incremental improvements happen in that field, but they do frequently have newsworthy changes to the camera, and they know it's a hugely important aspect for the iPhone audience, so they make sure to tell you about it - be it Harry Potter photos, a Backside Illuminated CMOS sensor, more megapixels, better aperture, one more sensor sticking out from a random side, etc.