New iPhone 11 Pro the best yet but you don't care

The trouble with the luxury market is that money does not always equate to either taste or technical proficiency. If you’re serious about hypercars, for example, then there’s little point in shipping your Lamborghini Aventador all the way from the Middle East to pose in Kensington traffic.

Now, the new top-spec iPhones may not be the tech equivalent of a Lamborghini (okay, bad example), but the new iPhone 11 Pro and Pro Max are, we’ll state up front, the best iPhones ever. And while they come at a high price, one thing is clear: they’re all about the cameras and the ridiculous things you can do with these three lenses on the rear of each model – things, according to Apple, approaching professional camera ability.

Any Android converts Apple does lure away from Google and the rest will be going for the new standard iPhone 11, as Apple has gone and made it so damn good. Or perhaps they will dip their toes in iOS waters with the still on sale, still very good XR. The Pros are for the Apple faithful. The ones that were always going to upgrade anyway.

That new name also makes clear that Apple feels the Pro and Pro Max are not for those looking for value, but those looking not only for one-upmanship but also iOS punters who are creative types. You know the sort – the kind that like taking lots of video and pictures... okay, actually that's most of us. Well, then they are for the kind that don't mind dropping from £1,049 up to a thumping £1,499 for the Max version with 512GB of internal storage.

Pro, of course, often means better, so it may seem strange that the iPhone 11 Pro has the same processor as the iPhone 11. The vanilla 11 also has most of the new fancy camera abilities, including ultra-wide and night mode. The tangible benefits of the Pros then are the third telephoto camera, an 18-watt charger (settle down, people) and a high-resolution OLED display (and this in a larger 6.5-inch iteration if you plump for Max).