Apple has unveiled its latest lineup of iPhones, featuring the iPhone 15, iPhone 15 Ultra, and iPhone SE 4. The company is hoping that its new devices can boost its sales, which have been sluggish in recent quarters, as well as fend off the competition from Huawei, which has regained its position as the world’s second-largest smartphone vendor.

One of Apple’s main strategies is to attract more users from the Android platform, which dominates the global smartphone market. According to a report by Consumer Intelligence Research Partners (CIRP), 15% of new iPhone buyers in the US in the second quarter of 2023 switched from an Android phone, the highest level since 2018¹. Apple has made it easier for Android users to switch to iPhone with its Move to iOS app, which transfers contacts, messages, photos, and other data from an Android phone to an iPhone. The company also offers trade-in programs and carrier deals that lower the cost of buying a new iPhone.

Apple’s new iPhones also aim to challenge Huawei, which has been recovering from the US trade ban that restricted its access to Google’s services and software. Huawei has managed to increase its market share in China and other regions by launching its own operating system, HarmonyOS, and expanding its ecosystem of devices and services. Huawei’s market share of smartphones in Asia was 4.89% in 2023, up from 3.62% in 2022.

The iPhone 15 and iPhone 15 Ultra are Apple’s flagship models, featuring a 6.1-inch or 6.7-inch Super Retina XDR display with ProMotion technology, which adjusts the refresh rate up to 120Hz for smoother scrolling and gaming. The devices also have a new design with a dynamic island that allows users to interact with the phone in different ways, such as tapping, swiping, or squeezing. The phones also support emergency SOS via satellite and crash detection, which can automatically call for help in case of an accident or emergency³.

The iPhone 15 and iPhone 15 Ultra have a pro camera system with a 48MP main camera, an ultra-wide camera, and a telephoto camera. The cameras are powered by a photonic engine that enhances the detail and color of the photos and videos. The phones also have autofocus on the TrueDepth front camera and an action mode that smooths out shaky handheld videos. The devices are powered by the A16 Bionic chip, which is Apple’s most advanced smartphone chip. The chip enables fast performance, improved battery life, and enhanced machine learning capabilities.

The iPhone SE 4 is Apple’s budget-friendly model, featuring a 4.7-inch Retina HD display and a Touch ID fingerprint sensor. The device has an advanced camera system with a 12MP main camera and a front camera. The device is also powered by the A15 Bionic chip with a 4-core GPU, which delivers fast performance and smooth graphics. The device supports 5G cellular connectivity, which offers faster download and upload speeds.

Apple’s new iPhones are available for pre-order starting today, and will ship on October 1st. The iPhone 15 starts at $999, the iPhone 15 Ultra starts at $1,199, and the iPhone SE 4 starts at $399.