Log is the "Pro" in iPhone 15 Pro
If I was a prosumer/hobbyist video equipment company, I'd be terrified about what Apple does next. They already have significant penetration into the editing market (both with Final Cut, and codec design), they control a number of the common codecs, and they have _millions_ of devices in the field along with substantial manufacturing capability. The cinema end aren't in trouble yet IMO, but the rest should be concerned...