Improvement in camera could be enticing, but the platforms to which the photos, videos are shared would compress them anyways making them all nearly identical. Better frame rates is the only thing which makes a difference. Case in point : MKBHD made a blind test last year and low cost smartphone Mi Pocophone which scored pathetic camera performance in individual reviews came out top in the blind test.
So, the subscription services are the new lifeline for the hardware manufacturers; included free subscription should add some value to the new customers and if the SW services work; may be compensate for diminishing hardware sales.