I think the idea that they’ve been pushing for years is that you don’t need a camera anymore. You can do all this “pro” stuff on their phone. It’s a good strat

I think the idea that they’ve been pushing for years is that you don’t need a camera anymore. You can do all this “pro” stuff on their phone. It’s a good strategy too. Suppose they had an ILC camera . That reads “Apple isn’t confident that the iPhone is a pro-level camera”. Now that you’ve got that on your mind, Apple would need to compete for your money in a space where they definitely don’t have the upper hand in. In other words, Apple makes more by convincing you that you don’t need Canon.