It’s a scene we have become familiar with, Tim Cook enthusiastically announcing exciting new hardware and their features to journalists in the packed Steve Jobs Theatre in Cupertino. As normal, the keynote that creates the most excitement is the iPhone launch and that was no expection last night, where over 2 million people tuned in to see Apple unveil 3 new iPhones, the iPhone 11, 11 Pro & Pro Max.
Its been a tough year for Apple, losing market share to Chinese giants Huawei, Samsung’s flagship model the Galaxy S10 hitting shelves in April as well as the Note 10/10+ coming out last month and thats even before we get into the rise of the ‘mid range’ devices from the likes of Oppo, Nuu and more.
So It was important that Apple came out swinging and the good news for consumers is the new iPhone 11 will retail at £749 which is slightly cheaper than its predecessor the iPhone XR. Whats more, the iPhone 11 boosts an all new dual camera system with wide & ultra wide modes which is a welcome addition and brings the camera capabilities in line with its competitors. 4K video, an extra hours worth of battery (compared to the XR) and Apples new A13 bionic chip (same chipset as the more expensive 11 Pro & Pro Max) make the iPhone 11 a strong proposition. Its also the same size as the XR with a 6.1” liquid retina display.
Alongside the iPhone 11, we were introduced to the iPhone Pro & Pro Max. As you’d expect the Apple iPhone Pro replaces last years Xs in terms of size – both have 5.8” display, same with the Pro Max once again iPhone’s largest display at 6.5”. Apple claim the 11 Pro’s battery will last 4 hours longer than last years Xs, while the Pro Max should last 5 hours longer against last years Xs Max model. Both models have Apples latest A13 chipset which of course can handle more requests, quicker. Pricing for the 11 Pro starts at £1,049 with the Pro Max at £1,149, significantly more expensive than the iPhone 11 and certainly the most expensive smart phones available.
The key features that Apple pushed was the camera. Or should we say cameras? The iPhone 11 has dual cameras but the 11 Pro & Pro Max both have triple 12MP Ultra wide, wide & Telephoto cameras with nightmode. The wide camera is the familiar default camera that you launch when you open the application. The new telephoto camera allows you to get much closer to your subject without having to zoom in and consquiently loose quality but the Ultra Wide lens allows you to really capture your surroundings. The three cameras really encourage its users to experiment and In this era of camera dominated smartphones, its a necessary and powerful addition which may make the difference from consumers choosing something else.
The iPhone 11, Pro & Max are available in the UK from Friday 20th September, you can pre order from Linkit Communications for the 13th sim free, or monthly with Vodafone, O2 and EE.
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