The camera as a development platform is not an entirely new concept - Snapchat calls itself a camera company, avoiding terms like "messenger" and "social network" in their mission. Facebook launched its camera platform earlier this year. I am very careful with the term "game changer", but added with AR tech the camera - being a software product not necessarily based on OS - can really lead to entirely new apps & features. Here's a bunch of first demos from iOS11, and as it is said in the article, "if this is what developers can put together in just a few weeks, imagine what type of wizardry awaits us once iOS 11 officially drops later this year."
And I wrote a longer piece about this on my blog: