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On the iPhone 12 Pro Max, Apple Executives Point to the Team's Holistic approach to Camera Development and more

1 X-FINAL-COVER  iPhone 12 Pro


In an interesting report posted today, we hear from two of Apple executives sharing the company's vision and design philosophy behind the iPhone's camera development.


Photography and Camera news site PetaPixel recently spoke to two Apple executives,  the iPhone Product Line Manager, Francesca Sweet and Vice President, Camera Software Engineering Jon McCormack. The pair pointed to Apple's Holistic thinking when it comes to camera development: "it’s not just the sensor and lenses, but also everything from Apple’s A14 Bionic chip, to the image signal processing, to the software behind its computational photography."


2 x Apple  all-new sensor


McCormack said of Apple’s perspective that "You could of course go for a bigger sensor, which has form factor issues, or you can look at it from an entire system to ask if there are other ways to accomplish that. We think about what the goal is, and the goal is not to have a bigger sensor that we can brag about. The goal is to ask how we can take more beautiful photos in more conditions that people are in. It was this thinking that brought about deep fusion, night mode, and temporal image signal processing."


Apple says that it’s main goal for smartphone photography is based around the idea of letting folks live their lives, and capture photos of that life without being distracted by the technology.


McCormack added that while more serious photographers want to take a photo and then go through a process in editing to make it their own, Apple is doing what it can to compress that process down into the single action of capturing a frame, all with the goal of removing the distractions that could possibly take a person out of the moment.


In one instance, McCormack states that "Skies are notoriously hard to really get right, and Smart HDR 3 allows us to segment out the sky and treat it completely independently and then blend it back in to more faithfully recreate what it was like to actually be there."


3 skies

McCormack further noted that another challenging environment is restaurants or bars. "All the natural ambient light is annoying to a photographer. Mixed, low light messes with color. We understand what food looks like, and we can optimize the color and saturation accordingly to much more faithfully."


4 restaurant


For more on this, read the full PetaPixel report.


For a deeper view, go no further than Austin Mann's review of the iPhone 12 Pro Max that includes a number of videos and spectacular photos available here.  Below are just three of his photos that struck my attention. 


Click on the images below to view in Jumbo Format. The first image may require a double click to view it correctly



10.0F - Apple News


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