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What do you do when all smartphones are pretty damn good, and all that's really left is personal preference? While it's increasingly been the case in the war of words between Apple and Android fanboys, the new iPhone options are a significant sign of the times in that they effectively offer a Tall, Grande, Venti version to the same experience: iOS 13.
The iPhone 11 Pro Max is the top-tier entry, with the biggest screen (6.5 inches), biggest storage capacity (up to 512GB) and not one, not two, but three 12MP cameras on the rear, throwing in a Telephoto lens to the mix.
It feels hefty and premium and like you're packing a serious piece of kit. The price tag, starting at ÂŁ1,149, will reassure you if the weight won't.
The camera is the main selling point of the upper model as it's so easy to show off.
So, how will my pictures look?
With dual image stabilisation, the new Night Mode â a long-running issue with Apple phones compared to their rivals â is a real step forward with much more clarity and detail. But as ever, it's the outside shots that really shine â skies and vistas in particular are stunning.
There are other advantages of the 11 Pro and the 11 Pro Max â water resistance to 4m rather than 2m, Super Retina XDR display rather than Liquid Retina HD, etc â but this is the most consistent set of phones that Apple has released.
Effortless style from Apple
The design is broadly the same as last year's handsets, too, with the Notch breaking into the almost edge-to-edge screen for a second time across all of them. This year's iterations would clearly be an S upgrade in the old language.
That said, the 11 Pro Max has a lot to allow us to recommend it. The battery, for one, is incredible.
Apple boasts it's the longest battery life ever (lasting 5 hours longer than the XS Max) and it certainly flies through a day without needing a charge.
But even more impressive is how quickly it charges, now with a USB-C to Lightning cable in the bag, filling up in minutes to get you fully charged in a pinch.