Ben Brooks:

The photos you take with your iPhone are, themselves, a lasting marketing tool for Apple to sell more iPhones — so it only makes sense that they spend so much time improving the camera with each version.

This is an angle that I’d never thought of.

As a consumer, I love that Apple keeps pushing the bar higher and higher for their iPhone camera because an improved camera is one of the things I most look forward to in getting a new iPhone.

And look at the Lock screen now. From there you’ve got two actions: slide that icon up to take a photo, or slide that square to the right to do anything else.