AI has quickly made its way into all parts of our phones, and the cameras are no exception. I was taken aback by the Honor 400 Pro phone’s image-to-video AI tool when it brought my dad back to life, while the Pixel 9 Pro focused more on generative AI to add new elements to your Images or even create new scenes out of nowhere.
But the iPhones have always focused first and foremost on delivering some of the best image quality you can get in a camera phone, and as a professional photographer I want to see that same dedication to taking better photos.
It’s not that I don’t like AI. I do, when it’s applied properly. I like ChatGPT’s and Google Gemini’s ability to answer questions in a conversational way, I like Adobe’s use of AI for object removal in Photoshop and as a horror movie fan I’m genuinely excited about the terrifying visions I’ve seen created using AI.
But AI can also be a crutch for mobile companies to lean on in order to make up for shortfalls elsewhere. I liked the Pixel 9 Pro, but its camera hardware hadn’t been changed since the last model. The new generative AI tools became the new imaging-focused features for the upgrade. The Xiaomi 14 Ultra’s camera blew me away with its variable aperture that created stunning starbursts in night time images. And yet the more recent 15 Ultra ditched that in favor of software features, so the experience simply isn’t the same.
The Xiaomi 14 Ultra had an amazing variable aperture built into its camera, but on the more recent Xiaomi 15 Ultra that was replaced with a “software solution” that simply didn’t do the same thing.
Apple’s iPhones have always impressed with their image quality. Back in 2019 I took the iPhone 11 Pro on a photography road trip instead of my usual Canon DSLR, and I frequently use my iPhone 16 Pro as my professional camera when carrying a bigger setup isn’t feasible. Apple’s image quality is top notch, with the phones typically producing natural image tones and less heavy-handed image processing, resulting in authentic looking images.
Its ProRaw image format and ProRes and Log video codecs are aimed at getting the best quality from the cameras. Apple has invested in core image quality technologies, not simply used AI to make up for any hardware shortcomings. It’s why Apple has won the hearts of creatives the world over and why the iPhone is often seen as one of, if not the best camera phones for professional or enthusiastic photo and video shooters.
And I’m not saying the iPhone occupies some AI-free utopia. Apple has been a pioneer in applying machine learning to overcome limitations of tiny smartphone cameras, such as its Deep Fusion imaging technology that captures multiple exposures and blends them into a final, evenly-exposed image. And I suppose to a lesser extent its Portrait Lighting tool from 2017’s iPhone 8 that used depth maps and algorithms to create artificial lighting effects. But these are arguably tools to enhance an existing image, and I’m worried that the next iPhone’s camera will be all about how you can generate entirely new scenes without even having to step outside your house.
The huge rise in popularity of compact cameras shows that people still care about taking real photos.
The rise in popularity of dedicated compact cameras such as the Fujifilm X100 VI and the continued resurgence in the popularity of film photography has shown that the creative world still demands authentic photography. Real cameras taking real moments with your real friends. Actual sunset colors casting across golden sandy beaches, not an AI’s generic interpretation of what a beach looks like.
AI has its place and I’m braced for Apple’s September event to be AI-focused. As AI seeps deeper into our phone experience and Apple pushes on with its AI strategy, I’m concerned that the company could make rash decisions with its imaging experience in order to try and justify the existence of Apple Intelligence. But this shouldn’t come at the expense of core image quality, so I also want to hear about how I can take the iPhone 17 deep into the heart of my home country of Scotland and take the most beautiful photos of the incredible landscape in front of me.
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