Everyone knows that the iPhone handily disrupted the smartphone market, but that’s not the only industry that was crushed in Apple’s wake.
As they say, the best camera is the camera you have with you, and almost half of U.S. adults now carry one built into their iPhone. That number climbs to almost every U.S. adult if you count Android models as well. What’s more, the photos phones are able to take are good—all iPhone 5s or newer, have cameras that take a respectable eight megapixels or higher. As smartphone sales have grown—Apple (AAPL) and others have continually improved their cameras—meaning fewer people see the need to spend more for a dedicated photo snapper.
And sorry, camera makers, the latest iPhone 7 has the best camera yet.
For more on the iPhone, watch this Fortune video:
A version of this article appears in the October 1, 2016 issue of Fortune with the headline “The iPhone Won, and Digital Cameras Lost.”