Apple is pushing harder into pro-level photography, and that focus has already shaped its internal plans for the iPhone 18 Pro camera. The company recently explored acquiring Lux Optics, the studio behind Halide, as part of a broader effort to improve its built-in Camera app and match its hardware upgrades with better software.
The move ties directly to Apple’s push to bring more advanced features to its camera system. The iPhone 18 Pro is expected to deliver hardware that comes closer to professional cameras, which means Apple now needs software that can keep up and give users more control beyond basic shooting options.
According to The Information, Apple held talks last summer to acquire Lux Optics, but those discussions ended without a deal after the startup decided future updates could increase its value. Soon after, Apple hired Lux cofounder and designer Sebastiaan de With, which added another layer of attention to the situation.
Apple’s camera software plans take center stage
Apple sees its Camera app as a top priority, especially as its hardware becomes more advanced with each release. Lux Optics built a reputation with Halide by offering manual controls, deeper exposure settings, and tools that go beyond what Apple currently provides in its default app.
The acquisition of Lux, whose Halide app gives users more precise manual control over the iPhone camera’s hardware, could have helped Apple accelerate its efforts to improve its built-in camera app, a top priority for the company right now.
That direction shows Apple wants tighter control over both hardware and software, instead of relying on third-party apps to unlock the full potential of its cameras.
Lawsuit adds complications to the story
The situation became more complicated after Lux Optics cofounder Ben Sandofsky filed a lawsuit against de With, accusing him of misusing company funds and sharing confidential materials. The claims include alleged use of over $150,000 for personal expenses and transferring internal information.
De With’s legal team denied the allegations and described the lawsuit as a response to internal disputes over financial transparency within the company. Apple is not accused of any wrongdoing and is not part of the legal case.
Even with the dispute, Apple’s interest in Lux highlights a clear direction. As the iPhone 18 Pro moves closer to professional-grade photography, Apple wants its software to match that shift and give users more control directly inside the Camera app.
