Consumer tech

Apple looks to win over consumers with new iPhone range

Apple will start taking pre-orders for the latest iPhones on Friday in more than 40 countries

Apple chief executive Tim Cook pictured at an event at which the new iPhone 15 was unveiled

Tech giant Apple on Tuesday introduced its latest iPhones, banking on new materials, camera upgrades and improved performance to coax back consumers in what is a sluggish smartphone market.

The company unveiled four new models, keeping pace with the past few generations: the iPhone 15, 15 Plus, 15 Pro and 15 Pro Max. Like last year, the entry-level models start at $799. The Pro version will remain $999, but the Pro Max will now begin ...