I agree that software on cameras is terrible, and I would love for it to improve. But I'm not necessarily sure that good software would give a huge competitive

I agree that software on cameras is terrible, and I would love for it to improve. But I'm not necessarily sure that good software would give a huge competitive advantage. Camera sales seem to be largely driven by technical specs, and I'm not sure that most buyers would choose to put their money toward better software over better specs. Even things like ergonomics (button layout, whether it has a fold-out display) seem to get more attention in camera reviews than software. The emphasis seems to be on getting the shot with the best image quality possible rather than what you do with it afterwards. I do think that computational photography features (e.g. snapping a lot of photos and merging them) have the potential to be a big driver of camera sales for whoever is able to integrate them first into a large sensor camera. But this isn't just a matter of software but also processing power. I personally would love to see Apple put out an interchangeable lens camera, but I'm not holding my breath as I don't think the market is large enough for them to bother. Also I'm not sure I could afford to buy one even if they did...