Apple Defends iPhone's 5x Zoom Over 10x, Citing Image Quality and Handheld Use

People hardly ever use 10x zoom, according to Apple's weakest argument. The 24-70mm lens is the most popular.
10x optical zoom is hard to stabilize without a tripod, a more solid argument from Apple.
Aperture trumps zoom - Apple's best argument. 5x at f/2.8 gathers more light than 10x at f/4.9.
Optical quality beats digital zoom. 10x digital isn't as good as 5x optical.
Even with stabilization, 10x zoom needs a tripod for best results. Apple prioritizes handheld use.

9to5mac.com

Relevant topic timeline:

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