The main selling point appears to be the Leica lens simulation.
I would actually like to see some of the images to see either how much I will end up pffffft'ing, or not
I got curious enough to have a play around with the app and the subscription add-on, and the limitations I expected to see are pretty much exactly what I thought they'd be. In one primary case, worse than my assumptions.
The lens simulations are actually even more rudimentary than I expected. I was wondering if it does some fancier computational imaging to better sidestep the limitations of the iPhone sensor and fakeh modes... and no. There's no *technical* improvement to the image at all.
As for the "Leica Look", I've never used "Leica Looks" on the cameras that I have which has the capability since to me the "Leica Look" is the straight DNG's I pull out of my Leicas. The only actually different thing to any number of other filter apps on the iPhone is that it has been tailored as a first-party product to be a good approximation in terms of colour and contrast as what the Leica Looks do on cameras like the Q.
I get it from a wannabe influencer type aspect. It's essentially a filter app that gives you a somewhat recognizable, consistently classy look (within the confines of a crappy camera) from a straightforward, again classy and completely on-brand UX. And I doubt for the actual users of this app it'll be $70/year - it'll get used on demand, $7 to $7 at a time. I can see that being a bit of a draw.
The Leica Fotos app is a genuinely fantastic app as a camera companion. It might even be the best overall in the category. But of course, in order to use that you need a Leica of some type. Lux is basically Fotos for the iPhone camera... and I can't help but feel that's redundant, unless you're buying into the
brand wholesale.
Of course there are people who unironically buy Ferrari keychains, and by the same token, you can have your smartphone with a relatively authentic simulation of
the filter presets available on a Real Leica as well as a (crappy) pastiche of some lenses within the range.
Whether those filter presets on Real Leicas get used by anyone else except for people who bought a Leica Because It's A Leica is entirely another matter, of course.