Every couple of months it seems like there is a new story about how a magazine cover was photographed with an iPhone. Magazines like Bon Appetit, Elle Australia, and Billboard have opted out of the realm of photographers using traditional, professional gear, and into the realm of gear used for taking snapshots and selfies. For each announcement, there are thousands of photographers grinding their teeth and shouting, "this is nothing but a publicity stunt!" But is it? Maybe it's time for the photography community to face the truth: it's not the gear that matters.