Apple's latest iPhone 5 ad focuses on a single function of the device, the 8 megapixel camera. Capturing how crazy the world has become about taking and sharing photos with our smartphones in the Instagram age, the simple message is, 'every day more photos are taken with the iPhone than with any other camera,' which is probably true. The cameras on the iPhone 4, 4S and iPhone 5 remain as some of the best in the smartphone industry and the range of apps to tweak and share these photos is simply staggering. How important does the camera on a smartphone affect your decision to choose it over others?