Beyond the cameraHas the evolution of camera technology

transcended the purpose of iPhone use?

Sabrina Viasus & Zeynep Boz

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Beyond the cameraSabrina Viasus and Zeynep Boz

The iphone has revolutionized mobile photography today. The iphone as we know it, is an exceptional device that transforms the realm of connectivity with the introduction of new camera tools and technologies that reflect the Apple brand to think different. The Apple branding strategy, essentially centered on emotions, is used to entice the average customer towards a feeling of elegance that accompanies the brand reputation. They have inspired simplicity in the current day mobile experience which has been reflected in the introduction of camera innovations over the many years. Since the original iPhone to which only contained a shutter button at most, there has been significant photographical technologies that have helped enhance the camera quality of photos on mobile phones. Over time, Apple has introduced tools such as camera sensitivity, dual camera set up, ultra wide framing and variety of iOS device compatibility tools that allow for the advancement in high quality image resolutions that were previously

unimaginable in mobile devices. It is clear that iPhone camera technology has evolved and transformed the use of Apple iPhones around the globe. The innovative evolution of the camera technology has allowed for impact on the general use and transformed the way in which every day society uses them. In 2017, researchers at the VTT Technical Research Centre of Finland use mobile devices to monitor environments, including health checks only using sensor technology of the camera itself. Users are now given low-cost hyperspectral imagine in the palm of their hands! Research team leader Anna Rissanen suggests that the spectral data found using the iPhone camera allows for object sensitivity and material property analysis which in turn, gives us access to informationa bout our environment, quality of health such as skin or blood pressure and even the analysis of food quality. It is therefore plausible, that the iPhone is a stepping stone in our steps towards a self-efficient future. The advancement in camera

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technology has played a pivotal role the use of cameras since the original iPhone. Further app developments in New Orleans by the American Heart Associations Scientific Sessions have also presented iPhone camera applications that detect atrial fibrillation through facial recognition. This allows for the detection of subtle beat to beat variations in facial skin color that indicates heart rate fluctuation. When compared to the 12 lead electrocardiogram (ECG), the app was able to detect 92% of cases with atrial fibrillation in patients and 95% of cases without atrial fibrillation. The outsanding encounters with contact-free technologies is very much accredited to the advancement in technologies within the iPhone camera and the expecations of camera capabilities across the globe. It transcends everyday use of mobile phones and has inspired many ways of viewing the camera use. Over the years, the iPhone has truly been revolutionary in the field of photography. According to Pierini (2017), statistics show

that in 2015 DSLR cameras produced by legacy brands such as Nikon and Canon were outdone by the iPhone, and thus managed to increase the next year. Furthermore, a survey on smartphone users were conducted by the “Pew Research Centre”, and was found that the camera was the most used feature on their phones by 92% of participants. According to the statistics by Liu (2019), from 2007-2015 there was an exponential growth and was a steady growth from 2015-2018. Averaging at almost 220 million unit sales. In 2018, Apple has sold more than 217 million devices and 1.5 billion iPhones have been shipped internationally. This ultimately changed the “landscape of mobile industry” making the IPhone one of the most purchased and used smartphone in the world today.

References: Apple Inc. (2017). Cameras. Retrieved from https://developer.apple.com/library/archive/documentation/DeviceInformation/Reference/iOSDeviceCompatibility/Cameras/Cameras.htmlAtrial fibrillation; iPhone camera application may detect atrial fibrillation. (2016, Dec 03). Obesity, Fitness & Wellness Week. Retrieved from https://search.proquest.com/docview/1842348830?OpenUrlRefId=info:xri/sid:primo&accountid=36155

Lio, S. (2019). Unit sales of the Apple iPhone worldwide from 2007 to 2018 (in millions). Retrieved by https://www.statista.com/statistics/276306/global-apple-iphone-sales-since-fiscal-year-2007/Marketing Minds. (2016). Apple’s Branding Strategy. Retrieved fromhttp://www.marketingminds.com.au/apple_branding_strategy.html

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