Jess Weatherbed

So yeah, Apple doesn't sound to really gain anything financially from this other than maybe the reassurance that people know that if they're taking a picture with their iPhone...

it could help to contribute to some sense of establishing what is still real and what isn't.

But then that's a whole other can of worms because if iPhones is doing it, then all the platforms that we see those pictures also have to be doing it.

Otherwise, I'm just kind of verifying that this is real to my own eyes as me, the person that uses my iPhone.

I think it's just Apple may be aware that

all the solutions that we currently have available are inherently flawed.

So throwing your lot in as one of the biggest names in this industry and one that could arguably do the most difference, you're kind of almost exacerbating the situation that Google and OpenAI are now in, which is that they keep lauding this as a solution and it doesn't fucking work.

I think Apple needs to be able to stand on its laurels about something and nothing is going to offer them that at the minute.

A lot of them have joined.

They've released new camera models that have got the system embedded.

The problem that they're having now is in order for this to work, you don't just have to do it on your new cameras because every photographer in the world worth their salt isn't going to go out every year and buy a brand new camera because of this technology.

It would be inherently useful, but that's just not going to happen.

So backdating existing cameras are where the problem is going to be.

We've spoken to a lot of different companies.

As you said, Sony has been involved with this, Leica, all of them, Nikon.

The only company willing to speak to us about it was Leica.

And even they were very vague on how internally this is progressing.

They just keep saying that it's part of the solution.

It's part of the step that they're going to be taking.

But these cameras aren't being backdated at the minute.