Upload & Sell: Off
+1. The upper-end big numbers market is where it's at!
Apple's primary strength is not in simply making a product better though; it in redefining what the product should look like, what it should do and how it should do it. They are changing popular expectations and streamlining them to the company doctrine.
This, of course, starts as revolutionary (or evolutionary) but by it's nature, becomes limiting and mainstream, once a design /workflow monopoly of sorts gets established.
Apple equipment works really well, but it's the software that will push the limits more than the hardware I believe in the camera side of things. I can see iphones get better cameras and my bet is with more and more aps "imitating" real camera controls like DOF, tilt/shift, manual exposure, touchscreen buttons and dials etc. I would not be surprised to see ZEISS, LEICA, FUJI imitating aps, even aps taking the iphone image and applying lens filters like a 50 1.2 etc (maybe they are already out). The results will not be for the pixel peepers, but then again those are not apple's market.