The one thing Apple understands is photography ...


"Only a Luddite would still categorize Apple as a computer company. Indeed, the company officially changed its name in 2007, dropping 'Computer' and simply settling for 'Apple, Inc.' Still, most people probably think of Apple as the maker of the iPhone and iPad, and to a lesser extent as the company that makes MacBooks and iMacs.

"But let me suggest that Apple is the most important camera company today."

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