Given how many people treat their phones there is probably a reason the pop-up camera never caught on. I had one on the OnePlus 8 and it was very nice though.

Apple could though offset the front camera into the bezel like this render here: https://www.yankodesign.com/2021/05/12/unusual-apple-iphone-13-m1-render-finally-ditches-the-notch-for-a-bump/

It then also gives the iPhone a unique silhouette which is a key part of Apple’s visual brand identity.