The iPhone 17 Pro boasts an impressive camera system that has proven its capabilities by competing well against rivals like the Samsung Galaxy S25 Ultra and even holding its own in video comparisons with professional cinema cameras. Its three rear lenses capture stunning, high-quality images, and recent innovations such as Photographic Styles and the ProRaw image format have enhanced its appeal to both professional and amateur photographers. However, despite these strengths, there are still several areas where Apple could innovate further to elevate the iPhone's camera performance and appeal.
With over 14 years of experience reviewing smartphones for CNET and a professional photography background, I have closely followed the evolution of mobile photography. Among the many devices tested, the Xiaomi Leica Leitzphone stands out as a benchmark for camera excellence. I awarded it an Editors' Choice as the best camera phone I have ever used, thanks to its exceptional image quality and innovative features. The competition in smartphone photography remains intense, and Apple will need to push boundaries even more to stay ahead. Here are some key features and ideas I believe Apple should consider for the upcoming iPhone 18 Pro.
One of the greatest strengths of the Leitzphone lies in its main camera sensor, which is physically much larger than those found in most smartphones, including the iPhone. A larger sensor means it can capture more light, resulting in better dynamic range and higher image quality. Additionally, the Leitzphone employs LOFIC technology-Lateral Overflow Integration Capacitor-which allows the sensor to capture a wider dynamic range in a single shot, rather than combining multiple exposures through software like Apple's Deep Fusion. This hardware advantage produces pristine images with beautiful exposure balance. Rumors suggest Apple is exploring LOFIC sensors, but whether they will debut in the next iPhone remains uncertain.
Another standout feature of the Leitzphone is its continuous telephoto zoom, which uses actual moving lens elements similar to traditional camera lenses. This contrasts with the digital cropping approach most smartphones use to simulate zoom, which often degrades image quality. Continuous optical zoom delivers sharper, higher-quality telephoto shots, and Apple has reportedly been developing similar technology for some time. The iPhone 18 Pro might be the model where we finally see this feature implemented.
Beyond sensor and zoom improvements, the Leitzphone offers a unique color experience through its built-in Leica color profiles, especially the Leica Chrome preset. These profiles add distinctive, film-like color tones that many photographers find appealing. Unfortunately, these Leica-specific filters are only available on Leica-branded devices or through the separate Leica Lux app on iPhone, meaning Apple users cannot access them natively. Incorporating such filmic color presets directly into the iPhone's camera software could offer users more creative control over their images.
Samsung's Galaxy phones have introduced an interesting feature called My Filters, which allows users to create custom color filters based on any photo. For example, if you find an image online with warm highlights and pastel tones that you like, you can save it, load it into the filter creation tool, and generate a filter that mimics those colors. This new filter is then saved for easy application to your own photos. While the results are sometimes subtle rather than dramatic, this tool offers exciting creative possibilities.
Apple's Photographic Styles is somewhat similar but more limited. While it offers some appealing presets, it lacks the flexibility and depth to allow truly artistic color grading or film emulation. Expanding Photographic Styles to include customizable color tones, film grain, and other effects-similar to Fujifilm's celebrated "recipes" for its X-series cameras-would be a welcome improvement.
Shifting focus to macro photography, the Nothing Phone 3 offers a surprisingly strong close-up mode. Although its overall camera performance was underwhelming in my review, its macro capabilities impressed me. As someone who runs a YouTube channel devoted to macro photography, I hold high standards for capturing tiny details in insects or flowers. The Nothing Phone 3's macro shots are vibrant and natural, with better color rendering than many competitors.
The iPhone 17 Pro also has a macro mode using its ultrawide lens for close focusing. While it can get quite close, the resulting images sometimes suffer from drab colors and a wide-angle distortion that requires the phone to be extremely close to the subject-often too close, potentially scaring away insects. In contrast, Nothing's macro mode doesn't rely on an ultrawide lens and offers a more intimate, less distorted view with richer color. Macro photography may be a niche interest, but since it's accessible to anyone with a smartphone, Apple could further refine its macro capabilities to appeal to a broader audience.
Another area where Xiaomi shines-and Apple could learn from-is in hardware accessories designed specifically for photography. Xiaomi's 14 Ultra and 15 Ultra phones impressed me not only with their image quality but also with their dedicated camera accessories like a grip and filter mount. The grip allows the phone to be held like a traditional compact camera and includes a shutter button for easier shooting. The filter mount lets photographers attach professional screw-in filters used in traditional photography, such as circular polarizers and neutral density filters.
While Xiaomi designed these accessories to integrate seamlessly with their phones and default camera apps, Apple currently does not offer official camera grips or similar photography accessories. Though third-party options exist, none fully match the convenience or build quality of Xiaomi's solutions. Leica's Lux grip is very well made but relies solely on MagSafe magnets for attachment, which feels less secure, and it only works with Leica's app, not the iPhone's native camera app. Additionally, it comes with a hefty price tag of nearly $400.
Apple's iPhone is already a fantastic everyday camera, but dedicated hardware accessories designed in partnership with Apple could elevate the photography experience further, making it more appealing to serious photographers.
One particularly innovative feature of the Xiaomi 14 Ultra that I admired was its variable aperture on the main camera lens, which could adjust from a wide-open f/1.7 to a narrower f/4. Most smartphone cameras have fixed apertures, so this was a rare and valuable feature. The ability to close down the aperture allowed me to capture authentic starburst effects around streetlights and other point light sources, mimicking the look achievable with a mirrorless camera and lens on a tripod. This gave night photos a professional and artistic touch, unlike the typical blurred or amorphous light blobs common in smartphone night shots.
Unfortunately, this feature was short-lived. Xiaomi removed the variable aperture in subsequent models such as the 15 Ultra, 17 Ultra, and the Leitzphone. The reasons may include cost, complexity, or limited demand, but for me, it was a standout capability. Seeing Apple introduce variable aperture technology in the iPhone 18 Pro would be an exciting development that could enhance night photography significantly.
Beyond Xiaomi, Sony has also explored innovative camera concepts that could inspire future smartphone photography. At Mobile World Congress (MWC) last year, Xiaomi unveiled a concept camera unit featuring a large image sensor and high-quality optics that attach to a phone. This accessory would leverage the phone's processing power and display while providing superior image quality thanks to larger hardware. Notably, this lens included iris blades to adjust the aperture, resembling traditional camera lenses.
Sony experimented with a similar idea back in 2013 with its QX100 and QX10 lens-style cameras. These devices contained large sensors and zoom lenses but no screens, relying on a phone for display and controls. Despite their promise, Sony's models did not gain widespread popularity and were discontinued. Xiaomi's recent concept remains just that-a concept-with no commercial release yet.
Imagining Apple developing a high-quality camera module or accessory that pairs with the iPhone is enticing. Combining Apple's leading image processing with larger sensors and professional optics could create a powerful photography tool for both casual users and pros. While Apple is unlikely to launch a standalone camera, a modular camera unit designed to work seamlessly with the iPhone could be a game changer. Although such a product is not expected for the iPhone 18 launch, it remains a tantalizing vision for the future.
In summary, while the iPhone 17 Pro's camera system is outstanding and continues to set high standards for mobile photography, there is room for Apple to innovate further. Drawing inspiration from competitors like Xiaomi's Leitzphone and 14 Ultra, as well as Samsung's creative software features, Apple could enhance sensor technology, introduce continuous optical zoom, expand creative color grading tools, and improve macro photography. Developing dedicated camera accessories and exploring modular camera hardware could elevate the iPhone's photography capabilities even more.
As smartphone photography continues to evolve rapidly, Apple faces fierce competition and must push boundaries to maintain its leadership. The iPhone 18 Pro has an opportunity to incorporate these advancements and deliver an even more impressive camera experience for users ranging from casual shooters to professional photographers. Until then, we can only dream of what the future holds for Apple's camera technology.