Should Apple make a camera?

[@TonyAndChelsea]

Go to squarespace.com/Chelsea & save 10% off your first website or domain with code “Chelsea"

[@atruceforbruce5388]

Your talking about apple..... it would cost more than a teala to buy. 😂.

[@morvegil]

I thought apple is only dominant in the USA

[@Rivenworld]

I absolutely hate the vertical format for video, it always feels like I am missing a huge chunk of the scene.

[@ivonned32]

Oh no vertical for video? 😮😢

[@stedoesstuff]

Their camera would probably create files which can't be viewed on PC or android

[@HwL01]

Nah, their RAW files right now works everywhere. I doubt it will change from DNG file

[@jmp622]

Or iPad

[@shApYT]

Airdrop only. No folder structure.

[@ikoyDaPnoy]

Apple LOVES proprietary stuff like that. They want you trapped in their world. Then somehow since they have such a huge market, other companies mimic them ... like built-in batteries and built-in SD cards ... i hate that trend.

[@Roar.]

you still live in 2004? I have never had a problem since then.

[@danieleppelsheimer9273]

The iPhone is their CAMERA

[@sandybarrie5526]

Apple boast more photos have been taken on iPhones that all other camera combined. (a bit questionable)

[@gavthane]

@@sandybarrie5526 not really that questionable at all, and I’d say that’s probably true by a massive margin.

[@noctwice]

@@sandybarrie5526If posted and uploaded to social media is the measure it might be true. Though Apple iPhones only make up 20-25% of the smartphone market worldwide so gap is probably closing.

[@RyanPerrella]

It HAS BEEN their camera, but, what does one look like when they get sensors 20x the size of the current ones they buy from Sony, I’d sure love to see it.

[@RyanPerrella]

@@gavthaneI agree with you, I think iPhone gave may people the spark for Photography, those who would never have invested 3 grand into a body and lens and all that goes with it, instead they have a pocket camera and now some incredible photographic minds are photographers now because the camera is ACCESSIBLE. Now I want a FullFrame version please.

[@leo_hoang]

I’m all for it… but let them tackle the Fuji X100 social media market… People are spending a lot for the trendy Fuji for their JPG’s and ease of use… if Apple did something within their eco system but have their processing, fixed lens, small, social media friendly… they would kill it…

[@yuka-youtube]

it's called iphone

[@leo_hoang]

@@yuka-youtube there’s always one eh… If you want to get particular, then add aps-c or full frame sensor size to the list of specs…

[@msaunds83]

Maybe Apple would be the first to do a circular sensor. Do V/H at the same time, so you can get both and then process in post. Cover all formats in one shot/video.

[@mochikoren]

Insta360 Go 3/3s has this, it’s one is the best features of the camera!

[@cineffect]

We need square lenses, not a circular sensor.

[@jacques424242]

Just choose 1:1 aspect ratio and crop later. Panasonic made it possible to choose several aspect ratios without giving up pixel count on its now-discontinued LX-series cameras. Not quite what you're asking for, but nifty nonetheless.

[@cineffect]

@@jacques424242 The only aspect ratio I am interested in is 16:9.

[@AronjAnderson]

You guys got me excited for an apple camera, I want one.

[@francischang]

You should revisit the smartphone vs full frame image quality test. It has definitely not been my experience that smartphones can compete with full frame in low light photography.

[@DieHardEddieEdwards]

Or with moving subjects.

[@christophpawlowskimusic213]

They cant even compete wit apsc. Physics are hard to overcome

[@JimmyPifPaf]

@@christophpawlowskimusic213 and M43 is not far from Apsc..

[@1970rsc]

Smartphones can complete with full frames in limited circumstances. Phone cams generally need good lighting, sophisticated software to produce effects that a normal camera can produce manual exposure settings, and can’t be enlarged without showing issues. If you take well lit pics with wide depth of field and view on a phone screen, phone cams can absolutely compete.

[@christophpawlowskimusic213]

@@1970rsc ok but then its edited phone pic vs raw camera footage

[@kamilfilipowicz]

Short answer: No. Long answer: Nooooooooooooooooooooooooooooooooooooooooooo.

[@framerate3x3]

"Here at apple, we got rid of the external battery on the camera. Changing batteries is for chumps. As our batteries age, the camera will throttle its maximum framerate, so we can protect our bottom line. Battery service starts at $899." Yeah no thanks.

[@TrekCZ]

Of course built in soldered storage, starting at 64GB next upgrade 128GB +500$, 512GB +2500$, 1TB +6000$, lifespan 200TBW

[@williambuford6136]

EU laws kick in 2025 that will force replaceable batteries...

[@slave0ne]

@@williambuford6136 A lot of people (like me) that live in the US wish we lived in a functional society. The US refuses to protect its people, especially if it compromises the profit potential of the companies who can now legally purchase politicians (Citizens United, just one example). The Supreme Court here just gutted another significant piece of legislation (Chevron) that used to allow government agencies to regulate different industries, the environment, etc. We are a failed state. The next four years will be very painful.

[@superzero4250]

Do Androids and Pixel phones have replaceable batteries… 🤔

[@jacques424242]

Battery service for iPhones doesn't start at $899. Nor does an iPhone's frame rate slow over time. FUDster.

[@snoopywalker1881]

Tony hit the nail on the head. Making “3D Spatial” photos for the Vision Pro is a real opportunity. A good camera that does this must be n the works. Demo the Vision Pro in the APple Store and see for yourself. Baseball - your 3d view is right next to the 1st baseman, Mountain Climbing, Alicia Keys In the recording studio feels like your in the room.

[@Raima888s]

No, it will be $7k+ for the camera and lenses will be $5k+ each

[@clabart]

😂😂 sure! If I go to Condotti street at Bulgari's to buy a piece of jewellery for my wife it costs me less

[@zulfika_]

and the shutter button is sold separately for $999

[@Raima888s]

@@zulfika_ optional $50 micro fibre cloth to keep the body clean of finger print marks 🤣

[@clabart]

Lawyers will move from Wetzlar to Cupertino

[@CuriousTinkering]

@@zulfika_this feels like it’s going to really happen like their $999 wheels 😂

[@ModelSensation]

This is overdue. Canon, Sony, Nikon, Fuji etc has refused to update the interfaces and software by gatekeeping developers from making applications. DJI drone interface is light years ahead of our crippled camera interfaces and capabilities.

[@TheArtist441]

Apple possibly doing this is very intriguing indeed. I always thought that if cell phone makers were getting close to FF or APC mirrorless camera quality with their small sensors squeezing every drop of performance out of those sensors, FF and APC camera makers could just take that sensor technology and make bigger versions with way better quality. Now, if someone like Apple made bigger sensors and lenses AND apply their computational photography tech to it - that could be pure gold

[@BillyGrayNC]

I was working for Sony Ericsson (and, prior to that, Ericsson) when the original iPhone was being developed. The industry didn't take it especially seriously for many reasons: smart phones were only interesting to enterprise customers, apps needed to be developed in-house, Apple had no idea about how to through type testing, Apple had no idea how to go through customer acceptance and the carriers would force them to put hard green and red buttons on the phone. Wrong, wrong, wrong, wrong, and wrong. People who have come into cellphones after the iPhone have no idea how different the industry looked before that. There's no reason they couldn't do the same with a camera - assuming people want a camera that is grounded in the Apple ecosystem and oriented towards content creation. Knowing Apple (and the AI race in general), I'd read the T&C's carefully if you're proprietary about your photos.

[@geoffreyconnor4589]

The Camera market is already too crowded. Apple should stick to what they do best - computers and the iPhone.

[@IFrancyISantosI]

they should concentrate getting macOS usable with a touch screen

[@Shahaaim]

Maybe computational photography could be a thing?

[@TrekCZ]

Definitely, mirrorless camera market does not have so big market gap, so Apple would have to go for jugular and try to take everything. Samsung left it because there is not probably so much money to make there ...

[@SachaSommer]

The phone market is already too crowded. Apple should stick to what they do best: computers and iPods.

[@dsimon9s29]

That is what I thought about the cell phone market before the iPhone was released. The camera industry is complacent at the moment. There are a lot of areas in the business, which could be improved. T&C mentioned a few of them at the beginning of the video. Apple comes in, targets those areas for improvement (like they did in the cell phone business) they could be successful. It is a bigger market than than the $3500 thing from hell they are making.

[@glennnorthrop8080]

Way back in 1994, I purchased the first Apple Camera: The QuickTake 100. It was $750, shot 640 x 480 pictures (up to 8), and you had to use Apple’s QuickTake software to get them off the camera. It was a horrible little camera, but was the first Digital Camera that was available to the consumer. My tech marketing company shot the Seattle Space Needle with the camera, and also built the Space Needles first website. Apples iPhone cameras are so good for the average photographer, It will be interesting to see if Apple plans a serious entry into the photo market with a freestanding camera.

[@Bladeclaw00100]

I wonder what mount they will use. Will they have their own or use one like Blackmagic camera does. Another thing is instead of physical dials, they may try touch scrolling dials. You use swipe your finger to change, this keeps the camera smooth looking and keeps the versatility, except when wearing gloves. They will have to add Siri to change your settings and since it's for a market that wants more control than a smart phone, they will have to have lots of manual features while dropping the PASM. They will have you turn on or off which items you want auto or manual. The camera will turn on silently as you pick it up. And stay with an auto on feature disabled. The camera may have a large lens with a few smaller lenses on the side for computational enhancements for low light. And if it's well weather sealed effectively, it might even be waterproof. Blackmagic pocket cinema camera was a really slick futuristic camera, so it might look more like that. But for the consumer it might do something like what DJI did with their Pocket camera. My big question is if they will be making their own lenses or will you be able to use third party lenses and if it is third party, who will it be. Sony, Canon, Nikon, Fuji, Panasonic, Leica, Arri. lol.

[@skesinis]

I said some years ago, that Apple was going to make a camera at some point, since the main selling point for every smart phone has become its camera, but I’ve been laughed at… Not that such camera already exists, but it makes sense as you mentioned in so many points in your video, even if it’s going to be crazy expensive.

[@Jake12399]

Are you still using three Canon RPs? I would love a video on how to set that up because they have a record limit.

[@claptrappers]

I agree more with Chelsea; they'll bring something to the professional market for professional blogging and multicamera streaming and filmmaking, get into bed with a lens manufacturer-Canon, Sony, or whatever-and share their mount. It'll have native Integration with Siri, iCloud, and Final Cut. A.I. sound will remove the need for wireless mics at a certain distance. It'll be something that doesn't look easy to hold initially, a black box as a solid unit with no buttons, dials or switches with touchscreen controls, you'll need to buy grips to suit the type of creative you are. There are very few inputs, probably just USB-C and an inbuilt battery. It'll have a decent enough microphone but be prepared to get some additional dongles if you want something better. FCP and the Cloud will sync external audio for you automatically. The whole point is that all your peripheral devices connect wirelessly, and third parties will create cages, shells, cases or power packs as they always do. Some professional technology will be used in the future to help sell 'Pro iPhones', but that market won't be interested in a dedicated camera.

[@simonbarnes7124]

Can I just say working for Fujifilm as I do, the smart phone has made it ever so easy to take photos, however most people over 40 have no idea how to upload their images wirelessly from their phones to the kiosks. The technology is too complicated for them whether you use an app or scan QR codes. It is a massive problem plaguing photo labs everywhere at this time. Technology has surpassed 80% of the population due to the iPhone and android technology. Print sales are down massively due to this problem created by smartphone cameras.

[@ronyedin]

Imagine a 24-megapixel camera created through a collaboration between Apple and Sony. It would feature Find My iPhone or AirTag integration, AirDrop for photo sharing, direct uploads to Facebook and Instagram, and automatic iCloud backups. Equipped with Sony imaging sensors and eye autofocus, it would deliver high-quality images and have a simplified iPhone-Apple menu system. Notably, Sony already manufactures camera sensors for iPhones, highlighting their established partnership. Apple has already done collaborations like this, such as with Beats headphones.

[@DennisKapatos]

Tony do you remember the Sony QX series "cameras"? It was a hockey puck sized camron that was essentially a sensor and a lens mount that you paired with your phone. I could see Apple do something like that but I think they would not do interchangeable lens. Anyway, I hope someone disrupts the camera industry again the way Samsung tried to.

[@robertharvey2580]

This is fun to think about, and I’ve sometimes wondered if Apple would make a camera as well. However, I’m just not sure if it makes business sense. Apple has done a lot of marketing that presents the iPhone as a tool for photography. An Apple camera would contradict all of that. I thinks it’s more likely that Apple will try to get a larger sensor in an existing product, like the iPhone or iPad.

[@MTNRanger]

I agree they will target the pro market first with a fairly high price. I would get one. I have Apple products (iphones/ipads/appletvs) but also strictly a PC user. As an aside, I'm hoping the iPhone 16 telephoto lens isn't as compromised as the 15.

[@RyanFagan_RealEstate]

The biggest problem with non phone cameras is the lack of or difficulty of getting the content to your phone/internet/social media quickly

[@3dtrip870]

What censor size do you think this will be? I wonder if they go too big if the computational work will be throttled? MFT size?

[@zean_moore]

The obvious play here for the consumer level is continuity camera, for facetime, zoom etc on appletv and your home office. It's a glorified webcam/actioncam with a battery and wireless capabilities, but also usbc for your ipad and studio display. Then since it is comparable to iphone quality, and folks are happy enough with that for multicam into fcp on ipad, you can get a set of 3 or 4 to build out your studio. iPad + Apple Camera kit and you're set for your youtube channel, podcast, livestreams. No screens, all controlled via iPhone, iPad, Mac, or (2nd Gen) Vision Pro. One potential is that they don't have spacial video built in (single fixed lens only), but a special mount or holder can pair two camera to create spacial content, and you can stream two pairs (or one stream from AVP) to fcp, and boom, live-streaming spacial video, all native apple to vision pro users. I feel like this master plan is out in the open, and I'm glad you called it out so early. I'd assume we see this launch with the low end vision pro in 2025/2026. Price Point $750-$1000 ea.

[@TheBigNegative-PhotoChannel]

Can't wait for the Apple camera to make Leica cameras look like a bargain.

[@ulyssesnathanialowen3831]

Leica's are bargains compared to the others !!!

[@markwardonwords]

You guys are great. Good judgment. I have 20k subscribers and do weekly videos, and two years ago I got a Sony α7 IV. I absolutely love it-except for the iPhone app. It’s bizarre to me how finicky it is to film myself, something that I and other KZbinrs do all the time. If Apple made that simple, I think I’d pay the money. That one pain point is enough to get me out of the otherwise excellent Sony ecosystem.

[@cjlevinsonphotography]

I think if Apple did make a camera they would want it to be very sleek and a simple user experience, those would be their design priorities. I’ve always thought the Leica T looks quite like the kind of camera Apple could make - very sleek and minimalist, with no viewfinder but an iPhone’s screen and processing power behind it. Something that size you could also hold vertically or horizontally very comfortably. I’d think it would be pretty expensive, maybe not Leica prices but say on par with the A7RV and Z8 etc. One with a fixed lens would make sense too to go after the influencer and X100V crowds

[@mains8913]

Front and back screen, very sophisticated LiDAR, no E/VF, minimal but functional buttons, Siri integration as a remote, air drop, maybe integration for base apps like instagram, 1" or 1.5" sensor (definitely not M43 as it is very related to other brands), very high framerate video, maybe AI used for in camera editing of photos

[@pauls1ngh]

I’m all for it. Sony can license their AF to Apple. Fuji can license their film sims. Electronic ND filters. Log & RAW recording. BMD launches standalone iPhone/iPad apps for colour, edit & fairlight. Good potential for disruption.

[@georgewidmeriv701]

I can see a collaboration with Leica for the lens for a “Pro camera”

[@stevesvanderpool8653]

$125 a month subscription fee for the entry level. $165 a month for the family account. $250 for the professionals and that one comes with Beats and Apple Music for a month.

[@PetetheCat-1]

SONY makes camera sensors for iPhones

[@rpmorrisjr]

How about… A system with a “front” and “back” like Hasselblad. The front is ergonomically pleasing with a full array of interchangeable lenses. The “back” is the iPhone. It snaps in and communicates with the “front” by NFC and all controls are right there on the screen etc. The “front” could be relatively inexpensive and require a changed form maybe every few iterations of iPhone; the lenses would be forever just like any camera now and of course the iPhone could continue to update as it does now (occasionally requiring an upgraded front).

[@callumjohnson9433]

Samsung galaxy s4 zoom became a flop which is a shame. Samsung approached this idear first and I loved the idear. A camera that had phone features rather than a phone with camera features. I'd love to see a camera with optical zoom and a micro 4 3rds or bigger sensor with android phone capabilities. I'll buy one tomorrow

[@chilecayenne]

The iPad multi-cam thing looks really great. HOWEVER, you have to *rent* your FCPX software on the iPad to use that. I dropped Adobe like a hot rock many years back when they went to the *rental* model...I refuse to rent my software....so, no FCPX rental for me. I have a feeling that BlackMagic design will have a free version of that out soon enough.....

[@timwingnut]

I can't wait for a full-frame apple camera

[@knulerabc]

Could we see a square sensor? It would make it much easier to create content that can be cropped both for social media and also for more traditional use. I agree with Tony that we will see a camera at maybe up to 1500$. I think it has to be small tho. Then Apple would hit a bigger market of content creators that want a step up from the phone, and maybe not necessarily want to spend several thousands of dollars for a pro camera. I work as a communications adviser in Norway and can see the value in having a camera that you can take a picture or a video with, immediately edit it on the same device and then upload it to social media. It would give a much faster workflow without sacrificing image quality. Going live without a fuzz is also valuable I think.

[@okaro6595]

The 55% is in the US. Worldwide the share is much less. It is about 20% of te sales and 28% of phones used.

[@RemyOrtiz]

I think the key innovation is likely going to be a rotating sensor, one that goes from landscape to portrait without twisting the body itself. That way, you can record your vertical content without contorting your arms. I feel like Apple would do this.

[@TungstenOvergaard]

Johnny Ive was already working with Leica on some special editions. And they looked a bit Appleish.

[@WoolWhichReds]

I’m thinking of pulling my FM2 n out. But where to get fujifilm 64

[@PatrickRambles]

My iPhone is a camera and it works great because it's a computer. I don't think they have any business in the actual camera segment.

[@ChateauScholt]

One thing that would be awesome, but could also be dine by traditional camera companies is proper WiFi integration, turn the camera on and it shows up as drive on your computer, no need for cable or memory cards.

[@MaximoJoshua]

they literally announced two different cameras and workflows for spatial video and immersive video Canon announced a lens or spatial video (3d), which you will be able to edit in Final Cut, and upload to Vimeo Blackmagic has the Ursa Cine Immersive, which is going to do immersive video (vr 180), you'll be able to edit it in Resolve, and then package it using Apple Compressor... both of those cameras were announced at WWDC

[@tommanseau6277]

What I'd like to see is a collaboration between the Japanese camera companies and Google. Imagine the GUI from a Pixel, the controls of your favorite camera manufacturer, and the combined picture processing of those companies. I can easily think of a dozen permutations of this kind of collaboration. Imagine a camera body that's easy to use but could use a legacy lens system. Heck, I can't figure out why Panasonic hasn't swallowed their period, partnered with Google, and made an absolutely killer M43 system. Get compact size, a plethora of good lenses at affordable prices, and overcome the smaller sensor size with some great computational photography. But as has been made clear by a few creators, Panasonic can be prickly.

[@ProcrastinatorsAnon]

Idk about "without the manual".... I can dig my way through Windows or Android to find the settings I want to change, but an iphone or an ipad is not as intuitive...not even after I've looked up how to do it.

[@TSGEnt]

btw, do you remember the quicktake 100 and 200?

[@funknick]

Something to keep in mind is that Apple is working very closely with Black Magic and Canon to create first-class software integration for Vision Pro 3D stereo video recording. Is it possible them hiring your friend is simply to have a camera engineer on staff as the stakeholder for their software teams and also as a key person for camera companies to interface with so they feel they're talking to a camera tech and not some random Apple exec/software-engineer? The camera market feels like it's becoming quite niche. What would the market/profit reasons be for Apple to jump into this market?

[@batuhancokmar7330]

Sad thing is, every innovation mentioned here is actually very easy for Nikon/Canon to implement. They just don't do it. Terrible screens, archaic UI schemes, terrible connectivity*. I really want Apple to make a camera. This might finally force big manufacturers to act, just like M1 macs forces MS and Intel/AMD to up their game. Hate Apple for their many "weird" policies, but they are a necessary evil in this world. *Rant here: Nikon has, in theory, very impressive connectivity. Take the photo, it automagically appear on my phone via Snapbridge, and automatically upload to Nikon Image Space; as both hassle-free backup and I can easily create an album to share with friends; from which they can download photos or just view them and maybe download ones they like. In practice, snapbridge only auto-downloads 2MP photos (actually 1.7MP) to my phone. WHY? This "artificial" limitation makes Snapbridge completely useless. Also uploading these roughly thumbnail-sized photos to cloud isn't a backup, so that functionality becomes useless as well. Just give an option to auto-download original JPGs or RAWs. I know it will be slower, but why not at least provide the option? There is no technical limitation here (snapbridge is capable of getting full-sized JPGs manually), just very ill-concieved marketing decisions. No, 1618x1080 is NOT enough even for social media. Because a) some social media like Facebook support 2048px, Whatsapp support 4096px. and b) people like to crop/rotate their photos. Then comes the Nikon Image space. If I send an album to someone, its works on PC/laptop but photos are NOT downloadable from phone. Forces to download the app or forces downloading one picture at a time, downsized to just 2MP. WHY? I can't ask my friends (or my clients if I were a pro) to download an app and register just the recieve their photos, this artificial limitation force me to use wetransfer instead. Again there is no technical limitation here (because I can select desktop site on my phone's browser and download photos then), just a terrible marketing decision. Two tiny, artificially created problems and how's connectivity advanced from an 12 year old D5100 to a brand-new Z7 mk II? Actually, nothing happened. I still upload them to a PC via a card reader, and send to my friends via wetransfer. Needless to say, wireless camera control is also terrible. 80% of functions available in a 3rd party app (qDslrDashboard) isn't present on Nikon's own native app. One guy doing reverse engineering in his basement can do better than Nikon's whole software department. So yeah, I do want Apple to make a camera. Not that I'd ever buy one, just so they can show Nikon/Canon how its done in year 2024.

[@yega3k]

Never ever even thought of this and yet it makes so much sense!

[@MaximoJoshua]

I definitely think they should make a camera, and I wouldn't be surprised at all if they partnered with BlackMagic to do it. I would imagine it would be: - full frame as getting a bigger sensor is the entire point - L-Mount because it's the most open standard - powered by an iphone chip, and uses a variant of iOS - can use cellular data - uses Apple Log, ProRes, and ProRAW - Adds a bunch of computational photography stuff powered by Apple Neural Engine - either 4k or 6k video - probably 48mp that pixel bins to 12mp they've already shown they can incorporate the iPhone into their productions, and have done it multiple times, I'm just guessing that anything they wish they had on that they would add.

[@HezyTech]

As a production company owner I would buy one. Apple would make things ridiculously easy to use it within our already established eco system. I’m ready for it

[@SomeUnremarkableGuy]

ridiculously easy to use? I didn't know you need Apple to tell you how to press a shutter button to take a photo on a camera.

[@TrekCZ]

@@SomeUnremarkableGuy recent cameras have very rich settings where some of these settings are working only when other settings are active or disabled when some settings are active. Even professionals make mistakes every now and then. Then there are different sets for photo, video, s&q. It is difficult to remember where settings are, etc.

[@DieHardEddieEdwards]

@@TrekCZIt’s complicated because you have complete control.

[@christenelia]

could the iphone be attached to the camera / lens by magsafe and act as the screen? 🤔 but it doesn’t feel like the apple way

[@fvsch]

If we're making crazy predictions, here's mine for an Apple camera's sensor: they will design a wide-format APS-H sensor just to be different from everyone else. 😂

[@ForTheLoveOfSuits]

The Hasselblad Xd series has a very Apple aesthetic. I think it's very close to how they would design a camera.

[@E6MND]

They already do, it’s called the Leica Q3. If Apple made a camera, they’d have to respect how it’s done right now; high quality glass, real bokeh, low processing, add smart features such as Find My. I probably still buy one though.

[@TSGEnt]

Interesting thought. But doesn't Apple already make a camera? Let's say they do make a dedicated camera. Wouldn't it be ironic if it didn't connect to internet much like all the other cameras out there?

[@RyanPerrella]

Great discussion you two, I love how you look at the developments then use your astute minds to predict where the path is going. I really liked your piece on DJI a few months ago and I would sure love to know what an Apple FF camera would be like, not just a Leica clone, but with APPLE LIKE FEATURES in a piece of hardware like the Sony A7CR. Nice job guys, way to look towards the future and do it with references to the past to guide future potentials.

[@abfutrell]

Having dials is nice while cycling in a large Critical Mass group ride. Nikon Zfc + Voigtlander 23mm is the perfect combo for light weight and powerful.

[@RageStudios]

I would want an apple camera so bad!

[@Squatle]

I could see it being the most mixed bag product ever. Image quality, connectivity, ecosystem integration, security, geotagging would be amazing and I’d love it. On the other hand, I’d assume prices being 2.3x more expensive any Sony full-frame camera, no tactile buttons and no true manual mode.

[@michaelenos8690]

Think Leica Q series with connectivity. That would be something

[@bobdilg2838]

I think another likely scenario is that Apple partners with an existing manufacturer to incorporate the Apple operating system. It could include even more computational features than the OM-1, and also the features T&C mention in this video. I don’t want a standalone Apple camera, but I’d love to have the option of using an existing interchangeable lens system with all of the computational and communication features.

[@PieterBreda]

Outside of the USA, android is king

[@ezequitor]

I also have no dobuts that it will have at least 1 subscription based service that you will not be able to opt out

[@RicanStudio]

2:23 can’t do live cutting unless something changed… don’t know if you can stream (because no one talked about streaming and it didn’t make sense if you can’t cut live), so just Multicam. But point taken!

[@PatFarrellKTM]

I'm still waiting for Tony's $500 box that is a high end interchangable lens camera.

[@DRMadeIt]

99% sure if Apple did something like this it would be something that uses your iPhone for the processing power.

[@roninatlanta]

A couple of thoughts... To begin, I agree, since Apple introduced 'computational photography' I've thought the technology needs its own hardware where it's not constrained by the iPhone package. There is no telling how many videos (on YT) where people compare iPhone images with proper pro-level camera images and the iPhone images stand with or exceed proper camera images. As 'computational photography' continues to evolve (improve) it will be constrained by what the Apple engineers can pack into the iPhone package.

[@pericoolseby]

Great video. I like your videos guys, but the studio lighting and the exposure is distracting to me. My opinion is that it could be improved. Good Luck!

[@logtothebase2]

Im wondering about Apple carplay for cameras, a software product that sits in the cloud and on device, and on camera to manage the workflow, and ultimately a camera OS that runs natively on say your Canon R or Nikon Z type camera. One thing we could see the back of is exposure values like F stop and shutter speed, instead adjusting background defocus, subject movement and brightness.

[@getabey]

All these things make sense for a content-creation camera with a non-interchangeable lens, similar to old point-and-shoot models but with advanced capabilities like 2x, 5x, and 10x optical zoom. Such a camera could serve as a high-quality video capturing device, addressing the limitations of current phone sensors. However, creating a full-frame, interchangeable lens camera seems beyond the immediate requirements. Instead, Apple might consider acquiring specialized companies, similar to how Nikon acquired RED, to enhance their expertise and technology in this area.

[@wolf_pup5620]

How do I care for my Sony camera in the humidity

[@xeroforhire]

Chelsea says that she likes a tactile experience and then you guys show a video clip of my dream camera

[@dsimon9s29]

Thanks for posting. Just imagine an Apple camera in the 35mm format, with Apple's image processing capabilities, Apple security, with a 28mm, 35mm, and/or 50mm lens. How about a Apple like touch screen??? Asking less than $1k for a camera from Apple is optimistic. Who would be the target demographic?

[@burneshollyman2621]

I agree. I have been saying this for years and have been amazed that no camera company has licensed or co-ventured with them since the electronics in all digital cameras are crude compared to what the iPhone can do. Sadly, that will never happen. But even Leica and Fuji seem to have a secret licensing thing with Panasonic, so you never know. Nah, I am just kidding myself. I'm glad you raised this thought experiment, though. The more significant point is the question: in this day and age, how can camera companies whose sole focus is photography be so far behind on the software curves that Apple and Samsung are killing? When you consider that the camera is just one of the many things the smartphone does besides taking pictures, you admire in awe.

[@danielsinn8164]

There is a brand new camera that shoots primarily vertical images. The Pentax 17 film camera lol. There would be obvious applications for a computational photography pro grade camera, but a lot of people are sick of the over processed, heavily modified images coming out of smart phones now days.

[@Z_EOS]

What if they come up with an actual camera module as those sony QX10 in 2013 clip on cameras? You don't need whole device, just the better lens and bigger sensor

[@petercharles6652]

Talking about Apple charging for storage, they lost me as a client several years ago after I bought my first large Ipad pro due to their obscene costs for both ram and ssd storage space for their Iphones, laptops, Ipads, etc. Now I am a happy camper with an LG windows 11 pro machine and top Google Pixel Pro phone. The Laptop alone cost about 1/3 the price of a Macbook Pro . It is loaded with 32gig ram and two terabytes of storage for good video editing on location. My Google Pixel, fully loaded, cost one third less than the comparable Iphone and has many more editing features than the same generation Iphone, with many features added along the way. Recently reviewing laptop options, Apple was charging about $200 for an extra 256gb of storage upgrade from base on both their Laptops and Ipads, which is just crazy for people that have more serious requirements for usage...

[@richardlouis-pierre8607]

They'll probably come with a dual lens pretty early to make Vision Pro content. So, I'm thinking dual 8-12k sensor or some crazy 17k 2.4:1 aspect ratio sensor that can take both a traditional FF lens or dual lens.

[@morvegil]

What about samsung

[@jaymills1720]

Without a doubt, if they made dedicated cameras it would get my attention and I’d probably get it. Would love a Ricoh sized option and a small body mirrorless

[@smithandshortdogs]

7:35 It is pronounced klud (to rhyme with mud) g Tony... Hence, Chelsea's confusion.

[@bobyoung6446]

Like fudge? No. Here in Iowa, it is a u sound like clue, flu, tune. Clue__dge.

[@michaelenos8690]

British pronunciation, American it is pronounced as in a double o as in moon with a final J sound

[@theblanklogo]

As an American, I've never heard it pronounced with and OO.

[@tonygreenwoodN10]

The word is...kludge (with a less seen "kluge" spelling variant)...just look it up, it's in every online dictionary... US (sounds like "huge") and British (sounds like "fudge") pronunciation can differ though...naturally the British version is more authentic 🙂

[@mattdownn]

They could only make a camera if it didn’t interfere with phone sales, so I’d imagine that it would have some super benefits of having an iPhone alongside it. Also don’t know if you guys have seen but the iPhone 16 leaks shows it having a dedicated shutter button!

[@pilarpsp127]

Apple should buy some camera company. Then use their camera know how and add own chips into that camera.

[@Liamitis123]

I always thought it was kludgy (cluh-dgy). I learned something new today. I don't think I like the actual pronunciation though as much as the way I imagined it.

[@BigSlimyBlob]

No. No they should not. It'll be obscenely expensive, require a bunch of proprietary gear, spy on you, be designed to slow down or break after two years, will be impossible to repair, etc. I genuinely don't know why anyone buys anything from that awful, awful company.

[@cvaguam]

The first digital camera I used was an Apple Quicktake. The photo was good enough for the front page of the newspaper.

[@pembridgehouse]

I remember seeing one at a camera club when they first came out.I think I still have a sales brochure somewhere.

[@abhinaybuiss]

It was designed by Fujifilm with a Fujinon lens(?)

[@qizhang5042]

The most Apple-style camera is Leica T/TL/TL2. Leica is the most Apple-like company. So, if Apple ever wants to make a camera and be successful, their best choice is to buy Leica.

[@jscottbradshaw]

I think Apple should make a dock that looks like a mirrorless body that adds hard buttons and dials for shutter and f Stops - and partner with a camera company to add external lens support through the usb c connection.

[@iggytse]

Samsung had compact cameras that ran Android. The concept was good but execution was not as slick as what Apple could do running iOS on a compact with a real zoom lens. What I would want is to have native camera control while live streaming from Instagram or KZbin to zoom in and out. At the moment with iPhone you can’t select which camera to use when streaming. You can’t adjust the expose when streaming.

[@lionheart4424]

Apple: Here is our new camera with AI, encryption and computational photography. Sony: Hold my beer! Fujifilm: We are still out of stuck of our x100(?)! Canon: We provide lenses for iMount! Nikon: OK, give us half a decade to integrate mobile stuff into our Z mount cameras!

[@patrick8035]

I’m with Chelsea re the pricing - Apple always goes high end to start, then as they work out whether the market is there, they will start introducing it for mass consumption. I still don’t think Apple will make one, but essentially if they were to make one, then it would have been the ZX1 from Zeiss.

[@jserenity]

I was shooting with DJI osmo pocket 3 and I was surprised that the iphone 14 video was able to shoot more rebust than it. Like I dont need to change any settings or put an nd filter to have a video from a dark cave (with a torch at lease) to a blazing sun on a 12 noon.

[@ulyssesnathanialowen3831]

u dont "shoot" with either of these .. u hold them up and point !!

[@dlc1119]

I'd be happy if they upgraded the Photos application on my Mac.

[@a.tevetoglu3366]

Sony should buy Apple. All problems solved.

[@giovannispinosa182]

It'll definitely have to be an ILC. Who would make their sensor? Sony? If Sony, would there be some kind a arrangement to use the E-mount? Or maybe, force them not to use the E-mount? Perhaps, a move to the more open L-mount? Insanity would be to develop a proprietary lens mount.