Frankly I think the ISO part of their pitch is completely misleading and not factual.
There is no way their product has a "base" ISO of 200, with the other cartridges pushing that up to 400 or 1600. From what I have seen of daylight images from cell phones, ISO is usually in the range of 25 or 32. That's where the s/n ratio is best, and then of course the lens is shooting at those wider apertures for best performance before diffraction and the shutter speed is fast (electronic shutter of course). My assumption is that the ISO numbers are simply roundabout ways of saying "low ISO, cleaner images" and "higher ISO, grainier images," or perhaps even just "fake grain added to the image to make it look like Tri-X pushed to 1600" or something to that effect.
None of the images provided are actually from the camera (clearly, as seen by the DOF), so it's impossible to say what the actual exposure data is, so I could be totally wrong. And I don't have an iPhone to actually look at files to check what the typical exposure is outside, inside, etc. This is just what I am assuming based on what I've seen. The shutter speeds are possibly some sort of "forced" shutter speed priority mode, which would actually be pretty cool. I wish I could force my phone to do a 1 second exposure in low light braced against something, rather than trying to shoot a normal shutter speed with high ISO and therefore bad noise.
I hope they will give more details but we'll see. I'm still in for it at the low price of the 24h Kickstarter sale. At worst my wife will probably have fun with it when we go out and I'm shooting 4x5 film.
