It's a clever system and this is the simplest form of it. There is a thin coating of a substance with a refractive index that is less than the glass. The thickness is a quarter wavelength and the light that is reflected at the first surface is canceled buy the light reflected by the second surface, which is a half wavelength delayed. So, at one wavelength, at least and for light at normal incidence, there is no reflection and all the light goes through.
In real life, they use several layers with different thicknesses and materials to spread the 'blooming' effect over most of the visible bandwidth.
Google "Anti reflection coating lenses".
This wiki article will start you off in the right direction.
Quality is improved because more light gets through and, at the same time as letting more light in, there are fewer multiple reflections and less flare. Early cameras had no such coatings and the
excellent pictures that were taken with some cameras needed very well controlled lighting conditions and angles to avoid these reflection problems.