On a side note, if Apple were to make an "easy" camera with a viewfinder, it'd be cool for them to use Canon's Eye-Controlled Focusing that was available on some of their film SLRs. Pretty much, the camera senses what you are looking at and focuses automatically! No pushing buttons or dials or what not. And supposedly it worked pretty well. I wonder why Canon doesn't use that tech in their newer cameras... i'd bet they'd sell a lot of cameras from the coolness factor alone.
It's something like this, along with some innovations in lenses that fit into products like the iPhone/iPad - rather than starting a product line that their existing ones are really just starting to exploit.
Making the user experience as simple as possible, and perhaps something with siri that sets it up - all being aimed at the majority of people who take photos (those that own point and shoot, and just leave in Auto for everything and anything).
User: "I want to take a picture of this flower, but I want the background blurred".
Siri: "Okay. Ready when you are"
Or maps knows where you are (say at a gig), it knows it late, and can check online so it knows that there is an act on - so it sets up the camera without you doing anything.
Something like this anyway.... lol. And I'm sure there will be something we don't think of.