I also don't buy the image sensor argument - Sony isn't hoarding the best sensor designs for itself - they actively develop and market image sensors of all vari

I also don't buy the image sensor argument - Sony isn't hoarding the best sensor designs for itself - they actively develop and market image sensors of all varieties and use cases to OEMs. Apple doesn't need to buy Sony to get access to Sony's latest and greatest in sensor tech. > "In the last ten years from 2007 until now, was Apple iPhone ever #1 in camera quality?" I'd strongly argue yes, but I think it helps prove your point. Apple's cameras have been top-in-class for a lot of reasons that have little to do with image sensor tech. Lots of people prefer Apple's camera over other phones because of non-sensor advantages: shorter camera launch time, less lag between shutter press and actual image capture, faster focusing, better/more pleasing flash (that doesn't make you look like a zombie), post-processing, and now features like editing the lighting conditions after the fact. I think it's becoming clear that, while image sensor tech will continue to improve, big gains in camera functionality and quality are increasingly driven by software advancements.