For all of Apple’s great products and software, no company can lead in all areas, all the time. However, Apple has proven that, when properly motivated, they can get things into gear and play a mean game of catch-up from behind. A notable recent example of this would be in smartphone photography.
While Apple was the one of the first companies to prioritize the smartphone camera hardware and software, they eventually lost that lead to more aggressive companies like Samsung, and later Google and Huawei, over the course of a few years. However, Apple showed a willingness to invest and apply their resources to get back into the smartphone camera game in 2019. The new three lens camera systems on the iPhone 11 Pro and iPhone 11 Pro Max and the improved camera app have made huge strides in computational photography, especially in low light.