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That would entirely depend on the app rendering the book. Naive rendering of an epub book is simply to stuff the contents into a browser control, since internally epub is just HTML + CSS. However that doesn't allow for a good experience with image zooming, as you've noticed -- you can zoom the whole page, text and all, but not just the image independently. If a reader app wanted to allow you to zoom images independent of text, it would have to render the epub contents in such a way as to allow the page elements to be controlled separately. It's surely doable, but based on the fact that few readers actually do it I would assume it's not easy or straight-forward to do, and would potentially have a huge impact on rendering.
A nice compromise might be to allow the user to view the image separately. Something like, if the user taps on an image, render just the image and then let the user pinch zoom, rotate, etc on just the image. When done, the user could close the image and end up back in the text flow where they left off.
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