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Foreign Media: The iPhone 11 shows that Apple is turning into a camera company

via:新浪科技     time:2019/9/16 11:32:56     readed:299


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Technological industry analysts believe this is another indication that Apple believesThe photo function has the greatest room for improvement, and can become withthree stars andHuawei Important differences of competitors, the lattercellphonePhotography is even better than the iPhone in some respects.

According to an analysis by independent Apple analyst Neil Seibart (Neil Cybart), Apple spent 13 minutes talking about the high-end iPhone 11's professional cameras at a 100-minute press conference, longer than the Arcade,Apple TV or the newIPadIt is only a little less than 16 minutes of Apple Watch. According to activity records, Apple also spent seven minutes introducing low-end iPhone 11 cameras.

"camera, this is the new iPhone 11." Gerryl Unger (Jeriel Ong), an analyst at Deutsche Bank, wrote in the research paper earlier last week..

"Apple is embracing the so-called camera platform and positioning it as a prominent feature of the iPhone." Cybart wrote in Above Avalon's newsletter last Thursday.

Cameras are "what consumers are most concerned about and the source of innovation that most people expect." "this is an easy-to-use benchmark for users because it's easy to observe," said Annette Simmerman (Annette Zimmerman), an analyst at Gartner.

Phil Schiller (Phil Schiller), Apple's top marketing director, called the camera the most popular part of the iPhone on Tuesday. Apple CEO Tim Cook (Tim Cook) says the company has arranged for 800 employees to improve iPhone cameras. In addition to the new color match, the most significant difference in the appearance of the iPhone 11 this year is the availability of more cameras.

"Social signals"

The entry-level iPhone 11 comes with two cameras: an "ultra-wide angle" lens that can shoot more information and a more traditional lens. The iPhone Pro also comes with a zoom lens that draws closer to the subject without having to get close.

The main reason Apple has focused on improving its cameras this year is simple: consumers are concerned about the quality of their cameras, and they take lots of photos on their mobile phones. According to the analysis of the uploaded photos, Apple's iPhone is the most commonly used camera on Flickr.

Julie Ascoe (Julie Ask), an analyst at Forrester, said: "cameras are an important reason why consumers upgrade their phones." She also believes that display screens are also a key feature that consumers consider when upgrading. (this year's iPhone is the same as last year's screen.)

Because the design of this year's iPhone is similar to that of last year's, highlighting the changes in the design of the camera is an important way to distinguish the iPhone 11 from the iPhone X in various advertisements.

"the number of cameras on the back of the iPhone will become a social signal in a strange way," Cybart predicted.

Analysts say Apple also needs to keep pace with rivals like Samsung or Huawei, which have also released mobile phones with multiple cameras and used machine learning technology to synthesize photos for better results.

The night pattern is an example. This new feature uses machine learning to highlight photos taken under low light. Similar Night Sight features areGoogleThe key features of the Pixel phone last year and appeared in advertising in the United States.

Analysts also highlighted how Apple uses artificial intelligence and machine learning to call multiple photos a better picture. The combined effects of these photos are better than those taken by a single camera cell phone. Apple calls this feature Deep Fusion, which is not available with the new iPhone, but will be added to future software updates.

"It will take nine pictures. Before pressing the shutter button, it had taken four short images and four minor images. "After pressing the shutter button, it takes a long exposure, and within a second, the nerve engine will analyze the smallest combination of long and short images, select the best image, select all the pixels, scan 24 million pixels one by one, optimize the details, and achieve noise reduction. "

Mr. Simmerman said Apple's secret weapons are more reflected in software and how Apple uses AI for photography. "they showed off the Deep Fusion capabilities to help shoot the details of the widgets, which are driven by the artificial intelligence capabilities of the A13 Bionic."

"It takes a lot of resources, and only a few companies can do that, so Apple ranks in the top five, but are they the first company to launch a three-camera phone using artificial intelligence and high-end hardware? No. She points out that Samsung and Huawei are both selling three-camera phones.

The rise of "professional" cameras on smartphones has led to a sharp drop in sales of single-function cameras, according to an analysis of camera and image products association statistics by venture capitalist Om Malik (Om Malik). Only 20 million digital cameras were sold in 2018, down from 120 million in 2008.

Apple sold nearly 218 million iPhones in fiscal year 2018. IDC, a market research company, estimates that 1.4 billion smartphones will be sold in the current year.

"With hundreds of millions of mobile phones sold each year, companies like Apple, Google, Samsung and Huawei are likely to invest billions in research and improvement of mobile cameras, as well as software and algorithms." "Thanks to better chips, better processing, better sensors and improved algorithms, the future belongs to computational photography," Malik wrote.

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