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It is no longer about hardware. All of the top phones boast impressive hardware that is powerful enough for a majority of the cell phone using world. Now the battle has started shifting to software and in this aspect, I do think Apple has taken the lead with the focus on enabling normal people to take amazing photos. The latest announcement of the lighting toolbox on the new phones takes this even a step further. Augmented Reality is next up so it should be fun to see what the developers can come up with to entice regular people unto using AR.