Although Arri still do well by marketing to cinematographers, who would be the devs in this analogy.

https://www.arri.com/news-en/2022-oscar-winners-rely-on-arri...

Didn't Arri win the digital camera wars though?

I wasn't aware the digital camera wars had ended -- somebody better tell Canon -- but "advertising to developers" sure sounds like what Blackmagic does:

https://www.blackmagicdesign.com/developer/