Apple says photographs should be of things that ‘really, actually happened’

Apple Intelligence can do many things, but the company limits how you can use it to edit photos for now. Image: Apple

Apple has said that the pictures its devices take are meant to depict “something that really, actually happened,” a view that starkly contrasts how many of its competitors are approaching photography in the age of generative AI. The quote comes courtesy of The Verge, which asked Apple’s vice president of camera software engineering about what the company was trying to achieve with the pictures its phones take.

Here’s his full response, which was published in The Verge‘s iPhone 16 Pro review:

Here’s our view of what a photograph is. The way we like to think of it is that it’s a personal celebration of something that really, actually happened.

Whether that’s a simple thing like a fancy cup of coffee that’s got some cool design on it, all the way through to my kid’s first steps, or my parents’ last breath, it’s something that really happened. It’s something that is a marker in my life, and it’s something that deserves to be celebrated.

And that is why when we think about evolving in the camera, we also rooted it very heavily in tradition. Photography is not a new thing. It’s been around for 198 years. People seem to like it. There’s a lot to learn from that. There’s a lot to rely on from that.

Think about stylization, the first example of stylization that we can find is Roger Fenton in 1854 – that’s 170 years ago. It’s a durable, long-term, lasting thing. We stand proudly on the shoulders of photographic history.

Let’s compare that to what Google has said. Isaac Reynolds, a product manager for the Pixel Camera, told Wired that the company is “not just inserting [itself] into this narrow slot built for cameras” during a discussion about its phones’ myriad AI-powered features. “You could have a true and perfect representation of a moment that felt completely fake and completely wrong. What some of these edits do is help you create the moment that is the way you remember it, that’s authentic to your memory and to the greater context, but maybe isn’t authentic to a particular millisecond.”

“These edits… help you create the moment that is the way you remember”

Google’s phones give you several tools to “help you create the moment that is the way you remember it.” The Pixel 9 series is able to use AI to ‘expand’ a photo, generating imagery beyond the borders of what your phone’s camera captured. It can look at a series of group photos and create a composite where everyone is smiling and has their eyes open. It can add the photographer to a group picture. And perhaps most strikingly, it can help you ‘reimagine’ a photo by adding in AI-generated imagery.

Samsung, Apple’s main competitor, has a set of features similar to Google’s. The company’s Head of Customer Experience told TechRadar that it’s trying to serve two different needs: the need to capture a moment as it happened and the need to create something new. Talking about the company’s generative AI-powered editing, he said: “When people go on Instagram, they add a bunch of funky black and white stuff – they create a new reality. Their intention isn’t to recreate reality, it’s to make something new.”

His explanation of how Samsung meets that first need wasn’t free of AI mentions either: “One intention is wanting to capture the moment – wanting to take a picture that’s as accurate and complete as possible. To do that, we use a lot of AI filtering, modification and optimization to erase shadows, reflections and so on. But we are true to the user’s intention, which was to capture that moment.”

He also addressed the controversy of Samsung phones potentially adding detail to people’s pictures of the moon, clarifying what the company considers to be true to the user’s intention: “There is no such thing as a real picture. As soon as you have sensors to capture something, you reproduce [what you’re seeing], and it doesn’t mean anything. There is no real picture. […] You can try to define a real picture by saying, ‘I took that picture’, but if you used AI to optimize the zoom, the autofocus, the scene – is it real? Or is it all filters? There is no real picture, full stop.”

We encourage you to read both Wired and TechRadar‘s interviews in full, but by now, it should be obvious that Apple is thinking about photos very differently than Samsung and Google. Or, at the very least, it wants to give the impression that it is.

Arguably, the iPhone’s photos aren’t exactly “authentic to a particular millisecond” either; its imaging pipeline stitches together several shots to create images with detail, tones, dynamic range and noise levels that its relatively small sensor wouldn’t be able to capture otherwise. That’s even true when you’re shooting in its supposed ‘Raw’ mode.

However, even this advanced level of processing isn’t the same as letting you move people around in your photos or add a photorealistic herd of cows to them with the tap of a button. And while Apple’s planned ‘Image Playground’ feature will let you use AI to generate images of your friends and family whole-cloth, it will only do so in a cartoonish or illustrated style, at least for now.

That’s not to say that Apple has completely opted out of AI photo editing. The company is currently working on launching a feature called ‘Clean Up,’ which uses Apple Intelligence to remove a subject from a picture, be it a photobombing bird or someone in the background who distracts from whatever or whoever you were trying to take a picture of. The feature is remarkably similar to Google’s Magic Eraser, which the company has included on its phones for years.

Before: An unedited photo taken with an iPhone 15 Pro. Photo: Mitchell Clark

To make matters even more uncomfortable, the AI-edited photos do have a metadata watermark, but YouTuber Evan Zhou has already demonstrated that it can be easily removed by editing the EXIF. It is worth noting that the feature is currently in beta, so that may not be the case by the time it’s publicly released, though at time of writing that’s theoretically only a month away.

After: people in the background were erased using a beta version of Apple’s AI ‘Clean Up’ feature. Is this still a moment that really, actually happened?

The existence of Clean Up is already a little hard to square with the phrasing of ‘something that really, actually happened.’ Perhaps that’s why the company specified that its photos are meant to be a ‘personal celebration’ of those moments (emphasis ours). But where this quote may really come back to bite Apple is if it adds more extensive generative AI features into its photo editing experience. If the company keeps this stance, it has to decide what amount of editing will make it so a picture no longer represents something that actually happened.

Speaking of tough decisions, Apple will also have to weigh that stance against its ability to compete with other phones. If, in a few years’ time, every Android phone comes with a suite of AI tools that let people turn their ‘photos’ into whatever they want, Apple will have to add similar features if it doesn’t want to seem woefully out of step with the times – just like it did with Clean Up…

… won’t it? Looking at how much attention tech companies are paying to AI features, you’d think that consumers are beating down their doors, demanding the ability to ask a personal AI to whip up a custom emoji or reduce what used to be minutes or hours of Photoshop work into a task that takes seconds. It seems inevitable that people will start to use and value this tech now that it’s built into almost every phone.

It’s not clear yet if generative AI-powered editing is a clear win for the companies feverishly adding it to their products

And yet generative AI features – especially ones related to creative pursuits like writing, drawing and photography – are currently contentious in a way that technology usually isn’t outside of early 1800s England. The comments sections of articles covering the tech are filled with boosters, but there are just as many, if not more, detractors who view companies’ work on generative AI as genuinely harmful. Researchers at Washington State University recently published a report showing that adding the term ‘artificial intelligence’ to a product or service’s description made people less likely to say they’d buy it.

In other words, it’s not clear yet if generative AI-powered editing is a clear win for the companies feverishly adding it to their products. And while that list certainly includes Apple, which said its new iPhones were ‘built from the ground up’ for its AI features, the company has, for now, planted a flag on how it views the tech’s role in photography. It remains to be seen whether that flag is planted in granite or sand.