The iPhone 11 Pro Max promises up to five hours more battery life than the iPhone XS Max that precedes it. That’s around a 33% increase¹. This battery boost could come down to a more efficient OLED screen, a bigger or better battery, a more efficient processor, or — most likely — a combination of these factors.

But whatever the reason, this marks the first time iPhone battery life jumped so much in one generation. Usually, the iPhone sacrifices any excess battery life to get thinner or lighter. And yet the iPhones 11 Pro come in heavier and a hair thicker than their iPhone XS predecessors. What’s going on? Has Jony Ive’s reign finally ended?

The new Apple Watch Series 5 finally arrived this week, and it is by far the best smartwatch money can buy today. But it also costs $200 more than Apple Watch Series 3.

Is the latest model really worth the extra money? And should you consider upgrading if you already have a Series 3 or Series 4 device? Find out right here before parting with your cash.

Our comprehensive Apple Watch comparison will help you choose the right device for you.

There are over 100 games exclusively coming to the Apple Arcade all-you-play service next week, and a new video includes quick demos of a couple dozen of them.

Watch it now:

A new photo and a few fresh plot details shed light on Servant, the mysterious M. Night Shyamalan TV show coming soon to Apple TV+.

The picture shows Harry Potter’s Rupert Grint, who stars in the show, which Shyamalan describes as a potboiler fueled by paranoia. And then there’s those creepy baby feet …

All iPhone 11 and 11 Pro versions have more RAM than their predecessors, according to an unconfirmed report.

The same is reportedly true for the batteries in these just-announced handsets, which helps explain the dramatically increased battery lives Apple is promising.

A former Netflix and Hulu executive thinks that Apple TV+ has a good shot at holding its own against its streaming TV rivals.

Despite the increasingly crowded streaming landscape, Simon Gallagher said that Apple is making all the right moves for success.

Apple Card’s reward program, called Daily Cash, has added Walgreens to its list of partners.

It means that America’s second largest pharmacy store chain now offers 3% Daily Cash to Apple Card customers who use it to pay for goods.

Does the above picture of a lotus seed pod freak you out? If so, there’s a chance you suffer from trypophobia, the fear of small holes in certain configurations.

You know what else apparently could trigger your trypophobia? The new iPhone 11 Pro and Pro Plus with its cluster of three lenses. And according to the doctor who published the first study of the phobia in 2013, that’s totally plausible.

Apple isn’t into Easter Eggs in the way that it once was. But in its two-minute supercut rundown of this week’s iPhone 11 event, it includes an amusing one.

On six frames of the video, there’s a flashed image that suspiciously resembles Microsoft’s dreaded “Blue Screen of Death.” But while a swipe at Microsoft would be enough to make many long-time Apple fans nostalgic, there’s also a hidden message written in binary.

Which company do you think is set to benefit from the iPhone 11? Apple, probably followed by a bunch of Apple’s suppliers and contract manufacturers, right? CNBC’s Jim Cramer has another suggestion: Instagram.

Here’s why.

Apple has stopped signing iOS 12.4 following the release of iOS 12.4.1. That means that it’s no longer possible to downgrade again from the latest version of iOS if you’ve already upgraded.

iOS 12.4.1 fixed a security flaw which allowed an iOS jailbreak to be created for the first time in ages. It’s no wonder Apple doesn’t want you turning back!

You spoke and Apple listened. There was widespread criticism that last year’s iPhones were too expensive, and so the just-announced iPhone 11 is a better device for less money.

Even as the target of negative comments, the iPhone XR was the world’s best-selling smartphone for many months. The cheaper replacement is going see even stronger sales because the iPhone 11 is certainly a better value.

I wasn’t expecting much from the Apple Watch Series 5 refresh. The rumor mill only predicted new ceramic and titanium finishes, plus maybe sleep tracking. That was all for this year.

But it turns out Apple had three big surprises hidden up its sleeves — new features that look set to make Apple Watch Series 5 the best smartwatch money can buy.

Apple’s stock made up more than $400 billion over the last nine months and ended today a $1 trillion company.

It’s a remarkable recovery, considering Apple closed the day on Jan 3. at $142.19 a share. Today, Apple’s shares rosed 3.2 percent to close at $223.59 for a $1.01 trillion market capitalization.

Apple quietly changed the pricing on its most expensive models of the 12.9-inch and 11-inch iPad Pro yesterday while everyone else was drooling at the iPhone 11’s price tag.

Customers in the market for the 1TB storage option on either iPad Pro now get $200 off the original prices — but they remain far from cheap.

Accessory makers rushed to unveil cases that fit the just-announced iPhone 11 and iPhone 11 Pro series. These range from Mophie’s powerful battery case to more simple ones designed to bring additional protection.

There are new cases in a plethora of designs from Apple, OtterBox, Gear4, Speck, Mujjo and more. Some are available now, while others are coming soon.

Apple’s newest iPhone lineup features its first ever “Pro” smartphones, plus a more affordable entry-level model that’s a big upgrade over iPhone XR. iPhone 8 is also sticking around for now.

That’s four different handsets to choose from when you visit the Apple Store. So, which one is right for you? Our comprehensive comparison will help you decide.

What happened to the Apple Tag? Rumors pointed toward an imminent launch for Apple’s tracking-tile competitor, and what better place to announce it than along with new iPhones? But the iPhone 11 event came and went without the Tag.

Will we still see an Apple Tag this fall? I hope so, because it could be Cupertino’s most important product since the Apple Watch.

Tim Cook isn’t the only tech icon with something big coming out on September 20.

Microsoft co-founder Bill Gates is the subject of a new Netflix documentary series that premieres on iPhone 11 launch day. Inside Bill’s Brain connects chapters of Gates’ personal life with his philanthropic work. Gates does more than other tech luminaries to make the world a better place. Still, he says there’s one skill Steve Jobs possessed that would prove immensely helpful for his current work.

Complaints about the iPhone 11’s lack of 5G might be a bit overblown.

Despite failing to add 5G modems to the iPhone 11 lineup this year, buyers of the new handsets will still notice a huge improvement in LTE data speeds thanks to new gigabit-class chips that offer faster LTE speeds than ever before.

iOS 13 will debut next week, but tablet users will have to wait a bit longer for the iPad equivalent. Apple says iPadOS 13 won’t debut until the end of this month.

That launch date suggests that the company will go straight to iOS 13.1.

Fashion and portrait photographer Richard Avedon produced a legendary body of black-and-white work, much of which involved isolating subjects against a pure, shadowless white backdrop.

He shot many of his photos in a studio, where assistants would carefully position large studio lights. Search this technique online and you will find scores of articles and videos on how to light both subject and background for the Avedon look.

The iPhone now lets you do this with a single finger tap, thanks to Portrait mode advances.

It’s rare that the take-home message from an Apple keynote is, “Wow, that’s far more affordable than I expected.” But that’s exactly the reaction Apple prompted when it revealed the $5-a-month price tag for its new Apple TV+ streaming service.

In one fell swoop, Apple just threw down the gauntlet to its streaming rivals. Your move, Netflix!

Apple didn’t mention HomePod during yesterday’s iPhone 11 event — but it certainly didn’t forget about it, either.

Following the keynote, Apple quietly updated HomePod’s webpage. In doing so, it added exciting details about improvements being lined up for Apple’s smart speaker this fall.

Senator and presidential candidate Elizabeth Warren thinks Apple exerts “too much power” through its operation of the App Store, and uses this to stifle competition.

Warren tweeted the message Tuesday, complete with the hashtag #BreakUpBigTech. That’s probably not great news for Apple!