Apple has its flattest ever iPhone launch

Incremental component tweaks and a spot of light compliance meant Apple’s big product launch event struggled to emerge from the shadow of more interesting stories.
As has now become the norm, Apple launched a range of four models: the iPhone 15, 15 Plus, 15 Pro and 15 Pro Max, starting at £799, £899, £999 and £1,199 respectively. The Pro ones tend to have the very latest component upgrades while the specs of the vanilla ones tend to be more in line with last year&rs