Apple is having another crack at trying to grow their share of the iPhone market despite jacking up the price of the new iPhone 11 and failing to reveal a 5G model.

Features in the new model are similar to what Samsung, Huawei and Google have had in their smartphones for some time.

The iPhone 11 (A$1199) which was announced overnight in the USA is made from a glass and aluminium body, milled down from a single piece of tough glass.

It’s available in six colours, including Product RED and purple.

Taking a leaf out of Samsung and Huawei Apple has moved to spruik their camera as the big standout offering.

While there’s a 6.1-inch Liquid Retina display the big new change is the addition of another camera lens. It has two 12-megapixel lenses, one of which is an ultra-wide-angle lens like what Samsung has in their Note10+ which also comes with a stylus.

The other 12-megapixel lens is a regular wide-angle lens.Iphone Camera New Apple iPhone 11 & 11 Pro Revealed

Finally, Apple has caught up with both Samsung Google and Huawei with the introduction of a ‘Night Mode’ function.

When activated it boosts light and reducing noise while allowing users to take photos in much lower lighting. Video has been boosted too, and there’s support for 4K video at 60 frames-per-second.

The new Quick Take feature makes taking video much easier too, by simply holding down the camera button to start taking videos.Apple iPhone New Apple iPhone 11 & 11 Pro Revealed

The iPhone 11 is now powered by Apple’s new A13 Bionic chip which Apple claims is their most powerful yet.

The iPhone XR’s battery has also been improved with Apple now claiming its boosted that battery life by an hour.

According to Apple CEO Tim Cook, the iPhone 11 Pro (A$1749, A$1899 for Max) is designed for customers who want the “most sophisticated technology.”

There’s a new matte finish on the back and new colors: green, space gray, silver, and gold.

Apple’s also upgraded the display to a new OLED panel, which goes up to an even brighter 1,200 nits, a 2 million to 1 contrast ratio, and is 15 percent more energy efficient. Apple calls it a Super Retina XDR display (similar branding to the Pro Display XDR that the company announced earlier this year).

Just like the standard iPhone 11, the new iPhone 11 Pro models will feature Apple’s A13 Bionic chip which Apple says has both the fastest CPU and GPU ever in a smartphone. Apple also touted improved machine learning performance (“the best machine learning platform in a smartphone,” it says).

Also announced is a new Apple Watch (A$649).

The big new advancement with this new series is the addition of a new always-on Retina display, when you glance down at your watch to quickly get an update its always on.

The new LTPO display is also more efficient, meaning a lower draw on the battery — which means the new Apple Watch will still pull in an 18-hour battery life.

There’s a built-in compass that comes with an incline meter and more — and app developers can take advantage of this feature, adding the data to their apps.

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