It's that time of year when everyone loses their minds over the latest iPhone - watching and waiting to see what newfangled technology lies in store for them. And how on Earth they're going to afford it.
Well, the newest addition to Apple's roster of impressive devices - the iPhone 11 - is here and allows you to see in the dark. Well, kind of.
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The phone's 'night mode' lets you take photos in the dark without using the camera's flash. Instead, an AI automatically brightens snaps for you.
The nifty innovation even allows you to add a hint of light to pics you've already taken. Wowzers.
The boffins over at Apple say the new feature works automatically whenever it senses a photo has been taken in a darker environment.
Speaking about the new phone, Apple exec Kaiann Drance said: "We determine the image fusion time and use adaptive bracketing based on what we see in preview. So, shorter frames if you have subject motion or longer frames if you have deep shadows.
"Then we intelligently fuse images together, reducing motion and blur."
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The revelation comes a few hours after Apple unveiled its latest offering to the digital world
At the event - streamed live on YouTube for the first time - Apple presented the latest additions to the iPhone family: the iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max.
The iPhone 11 has two cameras on the back of each device, while the Pro and Pro Max have three: a wide camera, an ultra-wide camera and a telephoto camera.
The phones also boast a slo-mo setting for the front-facing camera, so that you can take slo-mo selfies... Or 'slofies', as Apple is dubbing them.
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Oh, and you can take better portraits of your pets - and who doesn't want that?
Along with improved cameras, a longer battery life and faster face recognition, the new releases also bring with them Apple's new A13 chip, the 'fastest GPU ever in a smartphone'.
But while applause was ringing around the Steve Jobs Theater in California, not everyone's convinced just yet.
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One person on Twitter joked: "New iPhone was revealed 10 minutes ago and my iPhone is already slower."
Someone else wrote: "Apple just threw anything together for the iPhone 11 smh."
A third said: "I'm sticking to my iPhone XS Max that new iPhone so f***ing ugly."
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The iPhone 11 is yours for $699 (£566), while the Pro and Pro Max will set you back $999 (£808) and $1,099 (£890) respectively.
The new phones will also be with us in little more than a week, as they all go on sale on Friday 20 September.
So, I hope you've saved up your pennies.
Featured Image Credit: PATopics: Interesting, US News, Technology, Apple, iPhone