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guidemaster:-a-cheat-sheet-for-comparing-the-iphone-15-lineup’s-cameras

Guidemaster: A cheat sheet for comparing the iPhone 15 lineup’s cameras

Computational Photography —

Most folks don’t need the Pros, but there are some use cases where it matters.

iPhone 15, iPhone 15 Plus, iPhone 15 Pro, and iPhone 15 Pro Max lined up on a table

Enlarge / The iPhone 15 lineup.

Over the past couple of years of reviewing the iPhone, we’ve often jokingly called them “smartcameras” rather than smartphones, as the camera features are really what sell people on upgrading to new models.

So, for our final Apple gift guide, we’ll revisit some of what we explored in our iPhone 15 and iPhone 15 Pro review with a special focus on the cameras. If you’re looking to grab a new iPhone for yourself or someone in your family, which camera is best?

The idea here is to provide a top-level, quick summary of the features of each iPhone camera as they pertain to specific uses to make for an easy buying guide for last-minute holiday shoppers who want a quick answer. We’ll go over each phone and survey its features, detailing their relevant uses and noting some recommendations and considerations along the way.

If you’re already deeply familiar with this topic, this is a cheat sheet for would-be buyers, not an in-depth analysis.

If you aren’t familiar with these topics and you’re interested in going deeper, our iPhone reviews from the past few years are the place to go; we’ve covered the iteration of SmartHDR, the additions of new lenses and features, and so on as those things have been introduced or tweaked.

But as for today’s quick summary, let’s dive in!

Ars Technica may earn compensation for sales from links on this post through affiliate programs.

A note on computational photography and SmartHDR

The camera lens bump on the back of each iPhone has been getting bigger with time, but it’s software that has been driving better picture quality. Apple uses a few techniques to improve the pictures you take with your iPhone, and foremost among those is what the company calls SmartHDR.

Introduced in the iPhone XS (though some competing Android flagships did this beforehand and just called it something else), SmartHDR is a complex beast. But the simple description is that when you take a photo with your iPhone with SmartHDR enabled, it will take not one but several shots. It will then use a trained algorithm to combine all the photos’ best aspects into one picture.

The specifics of that algorithm have evolved with time, and Apple has identified a few specific versions of SmartHDR over the past few years. But all that matters when we’re looking at the latest iPhones is well, the latest version of SmartHDR. And here’s what you can expect: Most of the time, SmartHDR produces drastically better photos, with fewer unwanted artifacts and abnormalities, a clearer picture, better lighting, and so on.

Once in a while, though, it makes a weird call, and you’ll see something anomalous because of SmartHDR. It also sometimes (let’s be real: usually) gives photos a doctored, unreal quality.

The same goes for Night Mode, a feature Apple essentially copied from Google’s Pixel phones. Introduced in iPhones in 2019, Night Mode also takes a lot of photos in a short period (albeit a longer one than SmartHDR; you have to hold the phone still for a few seconds). In this case, the goal is to battle the low-light shortcomings of smartphone cameras, bring out lost detail, and reduce graininess.

It’s very effective but almost too effective in many cases; photos taken in the dark end up with a bright, glowing quality. It’s great if you want to ensure you can see how much you and your friends or family are smiling in a group photo; it’s not so great if your goal is capturing reality accurately.

Below: Shots taken in a very dark room with the iPhone 15, iPhone 15 Pro, and iPhone 15 Pro Max, from our iPhone 15 and iPhone 15 Pro review.

  • iPhone 15.

    Samuel Axon

  • iPhone 15 Pro.

    Samuel Axon

  • iPhone 15 Pro Max.

    Samuel Axon

  • iPhone 14 Pro Max

    Samuel Axon

  • iPhone 14.

    Samuel Axon

  • iPhone 13 Pro.

    Samuel Axon

Competing flagship phones do much of this, too, so it’s just the state of smartphone camera tech. Mostly, it’s worth the downsides because the laws of optics essentially cap how good these cameras can be without these sorts of computational photography features.

Anyway, when we make the recommendations below, we assume you are all-in on this computational photography stuff. Otherwise, you’ll want to look at alternatives to taking photos with an iPhone if quality matters to you.

iPhone 15 and iPhone 15 Plus

We’ll start with the cheapest phone in Apple’s iPhone 15 lineup because the other two phones (iPhone 15 Pro and iPhone 15 Pro Max) build on what’s seen here. The iPhone 15 Plus is getting lumped in here because its camera system is identical to its smaller variant.

The iPhone 15 has a 48-megapixel main camera with a quad-pixel sensor and an ƒ/1.6 aperture. By default, this camera takes 24-megapixel images, using a computational process to combine low-light 12 MP images with large quad pixels and a 48 MP image.

You can take full 48 MP photos too by going into the Settings app, tapping Camera, tapping Formats, and turning on Resolution Control. When this is enabled, you can tap a toggle in the top-right corner when taking a photo to take one at full resolution.

The 48 MP lens is also used to enable 2x zoom at a quality comparable to the 2x optical zoom seen on prior Pro-model iPhones. Apple does this by cropping the image and applying machine learning techniques to produce the final result. (I told you it’s all about the computational features!)

This is why we don’t recommend the iPhone 14, iPhone 13, or iPhone SE (all of which are still in Apple’s lineup) for would-be buyers who prioritize the camera abilities. That 2x zoom is a must-have, and those other phones don’t offer it. They offer a digital zoom option, but you see a real hit to quality when you use it.

That covers 1x and 2x zoom with the rear camera. There’s another lens back there, though: a 12MP ultra-wide camera (ƒ/2.4 aperture). This one enables what Apple labels as 0.5x zoom, allowing you to capture more stuff in tight spaces, like a group of people posing for a selfie in a car or a very small room, for example.

On the front of the phone, you’ll find a 12 MP camera with a ƒ/1.9 aperture; this is the selfie camera. Like the rear camera, it supports several of Apple’s computational photography buzzwords like SmartHDR 5, the Photonic Engine, and Deep Fusion.

The front and rear cameras can record 4K video with Dolby Vision HDR at up to 60 fps. The rear camera system supports Cinematic Video, which adds a depth-of-field effect behind human subjects. It also has Action Mode, which takes lower-than-4K resolution video but has a strong stabilization effect for situations where your hands move a lot.

Altogether, these features make the iPhone 15 an excellent all-around camera system. It has all the features you’d need to take photos of your kids at home or take selfies with friends while on the town—including Night Mode for low-light shots.

It will be enough for most people. This is a particularly good time for the non-Pro iPhone, as Apple introduced a bunch of formerly Pro-only features (like the 48 MP main camera) to the non-Pro phone for the first time during this cycle.

That said, there are still some situations where you might want to spring for the iPhone Pro or even the iPhone Pro Max.

iPhone 15 Pro

Now that we’ve covered the basics of the iPhone 15’s camera system, we can focus on what’s different if you spend extra on the iPhone 15 Pro.

The iPhone 15 Pro has a more powerful sensor (2.44 µm quad pixel to the iPhone 15’s 2 µm quad pixel) in the main camera, which goes from a ƒ/1.6 aperture in the iPhone 15 to ƒ/1.78 in the Pro. Whereas the iPhone 15 had a 26 mm main lens focal length, you’re looking at 24, 28, and 35mm for the Pro.

Apple says the iPhone 15 Pro has improved optical image stabilization and a flash that produces more natural colors, too. Meanwhile, the Ultra-Wide lens goes from a ƒ/2.4 aperture to ƒ/2.2.

The Pro phone adds a third lens, too: a 12 MP, ƒ/2.8 aperture telephoto lens for 3x zoom. That means that the iPhone 15 Pro’s zoom levels are 0.5x, 1x, 2x, and 3x to the iPhone 15’s 0.5x, 1x, and 2x.

There are no substantial differences between the front-facing camera in the iPhone 15 and the iPhone 15 Pro.

There are a few Pro-specific features, too, specs aside. The iPhone 15 Pro can use Night Mode for portrait photos (a shooting mode that adds a depth-of-field effect to still images), whereas with the iPhone 15, you have to choose one or the other. It’s an edge case, but there you have it.

The iPhone 15 Pro also supports the ProRAW format, which provides high-quality images with minimal doctoring so that photographers can tweak or enhance the image to their own spec in software later.

Finally, the iPhone 15 Pro supports Macro photography mode. This automatically switches the camera settings when you’re taking an ultra-close-up shot of something detailed, which results in substantially better macro photography in many situations.

On the video side of things, the differences in quality aren’t huge. But there are some Pro-specific features here. The iPhone 15 Pro supports log video recording, macro videos, and a 3D “spatial video” format to be viewed later on Apple’s upcoming Vision Pro headset. When I tried the Vision Pro earlier this year, I wasn’t impressed with these spatial photos, but it’s possible Apple will have improved them by the time the device reaches the public.

You’ll want to go with the Pro if you’re taking close-ups of flowers. You might prefer the Pro to the regular 15 if you want to take ProRAW photos to edit the image to professional standards later. And 3x zoom makes a big difference in situations like concerts where you want to take pictures of something far away.

In general, this makes the iPhone 15 Pro a better fit for content creators of various types, and it offers more options for some unique edge cases. You’ll also see marginally better low-light photography—sometimes.

If you’re not seeing those edge cases often and are not producing professional-quality content, though, the iPhone 15’s camera will serve you just fine. In our experience, the only thing you’ll miss frequently is that 3x zoom.

iPhone 15 Pro Max

Speaking of zoom features, that’s the main thing differentiating the iPhone 15 Pro Max from the smaller iPhone 15 Pro.

The Max replaces the 3x telephoto lens with a 5x one—same megapixels, same aperture. You lose the 3x option, but you can still take advantage of the main camera’s 48MP lens to take 2x zoom photos, and 5x is more differentiated and arguably better for many situations.

Below: Daytime shots at 2x, 3x, or 5x zoom (as applicable) on the iPhone 15,  iPhone 15 Pro, and iPhone 15 Pro Max from our iPhone 15 and iPhone 15 Pro review.

  • The iPhone 15 Pro Max at 5x zoom.

    Samuel Axon

  • The iPhone 15 Pro at 3x zoom.

    Samuel Axon

  • The iPhone 15 at 2x zoom.

    Samuel Axon

  • The iPhone 15 Pro at 2x zoom.

    Samuel Axon

  • The iPhone 15 Pro Max at 2x zoom.

    Samuel Axon

That’s the only difference between the iPhone 15 Pro Max and the iPhone 15—but it’s significant.

In general, we’d recommend picking between these two Pro models based on screen size, not camera features, but if you find yourself in situations like concerts where you want more powerful zoom, it could be worth the upgrade on that basis.

A quick recap

The iPhone 15 is a good all-around camera, and it will be enough for most use cases. We don’t recommend springing for the more expensive phones for the camera alone unless you have a very specific need in your daily life.

Jump to the iPhone 15 Pro or Pro Max if you are a professional content creator who needs the best raw image files, the ability to record 4K 60 fps HDR video to external storage, if you like to do macro photography, or if you are an avid user of Apple’s AI-driven Portrait Mode.

Go for the Max if powerful optical zoom is a top priority. Otherwise, stick with the 15.

Guidemaster: A cheat sheet for comparing the iPhone 15 lineup’s cameras Read More »

how-retailers-are-using-augmented-reality-to-enhance-in-store-shopping

How Retailers are Using Augmented Reality to Enhance In-Store Shopping

The retail sector is changing because of augmented reality technology, which is giving businesses new and interesting ways to interact with customers and enhance their shopping experiences. AR is a perfect fit for the retail sector, giving businesses new opportunities to communicate with customers, promote their goods, and increase sales.

AR in Retail: A Match Made in Heaven

Customers may virtually try on things, allowing them to see how a product appears or fits without having to try it on physically, which is one of the main advantages of AR in retail.

Since the COVID-19 outbreak, more customers are looking for ways to try on things without having to physically engage with them, making this issue more crucial than ever. Retailers may improve their conversion rates and lower the percentage of returns by offering customers virtual try-on experiences.

Virtual Try-Ons and Interactive Product Displays

Virtual try-on and interactive product displays are two of the major ways that businesses are leveraging AR technology to improve the in-store shopping experience.

Using AR technology, shops can develop virtual try-on experiences that allow customers to see how an item of clothing or accessory would fit on their body without having to try it on physically.

the author trying augmented reality glasses
Example product display. The author trying glasses using Geenee AR Glasses Try-On

Virtual try-on is very handy for things like glasses, makeup, and apparel. Retailers may boost the likelihood of a sale and lower the percentage of returns by allowing shoppers to see how these things would look on them.

Retailers are also embracing AR technology to improve the in-store shopping experience through interactive product displays. They can take numerous forms, such as augmented reality mirrors that allow consumers to experiment visually on makeup or interactive product displays that allow buyers to see the features and benefits of a product in real time.

Retailers may boost customer engagement and create a more memorable shopping experience by developing such kinds of interactive activities. This can result in improved consumer loyalty and sales.

While virtual try-ons and interactive product displays hold enormous promise for merchants, there are still obstacles to overcome. For example, implementing the technology can be costly, and creating experiences that function seamlessly across multiple devices can be tricky.

Personalized Shopping Experience

AR technology is also being used to deliver a more personalized shopping experience for customers. Retailers, for example, might construct AR-powered shopping assistants who guide clients through the store, making tailored recommendations and presenting information about things they might be interested in.

7-eleven deadpool augmented reality
In 2018, 7-Eleven launched its first-ever augmented reality in-store experience bringing Deadpool into the store.

AR technology can also be utilized to build customized product displays that showcase products based on the customer’s specific interests. Retailers can develop displays that highlight products that the buyer is likely to be interested in using customer data and AI algorithms, improving the possibility of a sale.

The fundamental problem of using AR technology to improve product discovery and personalization is the necessity for reliable and complete data. Retailers must have access to customer data and be able to analyze it efficiently in order to deliver customized suggestions and product displays to customers.

Future of Augmented Reality in Retail

The future of augmented reality in retail is bright, with enormous potential to revolutionize the way we purchase. We should expect to see more innovative applications of AR in retail as technology advances, providing customers with tailored and engaging experiences.

The integration of artificial intelligence and machine learning is one of the most significant areas of research in AR for retail. AI can improve the accuracy and speed at which AR-powered product suggestions and customization are made. Retailers can use artificial intelligence-powered augmented reality to deliver personalized suggestions based on a customer’s purchase history, browsing habits, and preferences.

The launch of web-based AR is another fascinating trend in retail AR. WebAR eliminates the requirement for clients to download an app, making it more accessible and convenient. WebAR may be quickly implemented into a retailer’s website, offering customers an immersive and engaging buying experience.

Geenee augmented reality virtual try-on Zara
Virtual try-on demo skirt project

WebAR for In-Home Retail

A web-based placement of AR technology overcomes these obstacles and has the potential to transform the retail business. That allows you to try on clothes without even going to the retail itself.

Accessibility is one of the most difficult challenges associated with traditional AR adoption. Customers must download a specialized app to access AR content in traditional AR applications. This approach can be time-consuming and inconvenient, resulting in poor adoption rates.

WebAR solves this issue by removing the necessity for clients to download an app. Instead, users may access WebAR directly from a retailer’s website, making it more accessible and convenient. This method not only saves time but also raises the possibility of adoption by making AR technology more accessible to a larger audience.

An additional significant barrier to the widespread adoption of traditional augmented reality in retail is the high development costs associated with developing AR applications for different app platforms. The development of specialized multiple AR apps takes a significant amount of time and money, making it prohibitively expensive for many merchants.

WebAR overcomes this issue by leveraging current web technologies and frameworks that produce AR experiences, such as HTML, JavaScript, and CSS. This method lowers the development expenses associated with standard AR implementation, allowing merchants to build engaging and immersive experiences at a fraction of the cost.

Due to the specific hardware and software needed for traditional AR implementation, many devices cannot use it. Because of this incompatibility, the potential audience for AR experiences is reduced, and the impact of AR in retail is limited.

WebAR resolves this issue by taking advantage of modern web browsers, allowing it to be compatible with a wide range of devices such as smartphones, tablets, and desktop PCs. This method enables merchants to build AR experiences that are more accessible to a wider audience, which improves the effect of AR in retail.

Conclusion

In conclusion, augmented reality technology has the potential to transform the retail sector completely. We can anticipate a substantial change in the way we buy as shops continue to experiment with new AR applications. This change will make shopping more immersive, interactive, and personalized.

Guest Post


About the Guest Author(s)

Vladislav Bondarenko

Vladislav Bondarenko

Vladislav has been working for more than 3 years in the AR industry. He is currently on the founding team of AR startup Geenee. He specializes in 3D engineering, computer vision, and physics programming.

How Retailers are Using Augmented Reality to Enhance In-Store Shopping Read More »

zero10-to-debut-its-first-ar-store-at-viva-technology-in-paris

ZERO10 to Debut Its First AR Store at Viva Technology in Paris

After the successful showing of its AR try-on technology at the Metaverse Fashion Week, AR fashion company ZERO10 is launching its first prototype AR Store that aims to bring a whole new experience to shopping.

Following previous successful collaborations with fashion brands like Tommy Hilfiger and Coach – which saw the launch of the brand’s AR Mirror and Storefront, respectively – ZERO10 is now debuting the AR Mirror as a standalone store.

AR Storefront ZERO10

“We believe that 50% of physical retail will incorporate AR solutions or will become AR stores itself in the next 10 years,” said CEO of ZERO10 George Yashin. “Customers want to try new types of shopping and augmented reality will elevate the future in-store experience. We see the technology as a powerful tool for retail and we are still at the beginning.”

The prototype AR Store aims to be an immersive solution for retail stores while also addressing the common issues that come with brick-and-mortar establishments. This iteration of the AR Mirror is particularly notable for its ability to deliver a standalone retail experience, in contrast to simply enhancing the experience of shopping in a traditional store.

AR Store for a Full AR Shopping Experience 

ZERO10 has been steadily growing with its AR-to-physical capabilities, befitting a fashion company that seeks to improve everything about the retail experience. Already a thriving hub for forward-thinking fashion designers, the AR Store represents the exciting possibilities of a full augmented reality shopping experience.

With a simple setup (requiring only the AR Mirror, an iPad stand, a statistics screen, and storage space), the prototype AR Store promises to deliver a seamless shopping experience without the need for large floor space. With its minimal requirements for both space and construction, the AR Store will be able to deliver all the functions and operations seen in a traditional store with an average of 100 sq meters, all with just two square meters of total store space.

AR Mirror ZERO10

All of this is possible thanks to ZERO10’s proprietary AR Mirror solution, which can run complex computer vision models and render clothing in 4K resolution. It does all of this in real-time, powered by a supercomputer that boasts the latest in 3D body tracking and multi-class segmentation capabilities.

The Future Of Brick-And-Mortar Stores?

Traditional storefronts may no longer be enough by themselves to entice consumers to shop at their establishments. Many retailers have started embracing the capabilities of augmented reality and other similar technologies to enrich the customer experience and help them stand out compared to their peers.

This phenomenon (tentatively called v-commerce) not only enriches the usual in-store experience but solves many of the issues that brick-and-mortar establishments face. Storage space, floor traffic, and even employee tasks become far easier to manage with the help of AR technology.

While it’s difficult to say that AR solutions like AR Mirrors and ZERO10’s AR Store will render brick-and-mortar establishments obsolete, it’s fair to say that they’re a development in the retail shopping experience that can’t be ignored.

Forward-Facing Fashion at Viva Technology Europe

ZERO10’s AR Store prototype will be interactable for the first time at Viva Technology, Europe’s biggest startup and tech event, taking place June 14- 17, in Paris, France. The prototype will be located in Innovation Park, ALLÉE NORD, Digital Experiences and AI, stand J61-007.

Visitors at Viva Technology will be able to experience the entire customer journey of the AR Store, starting with trying on the digital merch ZERO10 created together with Viva Technology, also available physically with limited stock.

Following the virtual try-on with the AR Mirror, customers will be able to initiate the imitation of a real purchase, where they will be able to select their sizing and receive a free physical analog of their selected item at the reception desk.

With this, ZERO10 hopes to make more people see the possibilities of AR retail experiences and use AR technology to enrich the normal fashion shopping experience.

ZERO10 to Debut Its First AR Store at Viva Technology in Paris Read More »

qreal-launches-multi-brand,-multi-category-ar-virtual-try-on-app-tryo

QReal Launches Multi-Brand, Multi-Category AR Virtual Try-On App TRYO

 

Virtual try-on is not an entirely novel concept. Converse, for one, first offered this shopping experience back in 2010 through The Sampler iPhone app which leveraged augmented reality. However, limitations on technology and devices hampered the adoption of virtual try-on.

With the rising popularity of online shopping today, virtual try-on is getting the spotlight. As it helps address challenges in online shopping, it enables consumers to get the best possible experiences when shopping on digital platforms.

Addressing Challenges in Online Shopping

In 2021, online retail sales in the United States amounted to $1.050 trillion. However, the amount of merchandise returned accounts for approximately 20.8 percent of this figure. That’s a whopping $218 billion in returns.

One contributing problem to this loss is the difficulty shoppers face in finding out how an item will fit or look on them without trying it on. This results in ill-fitting clothing, wrong shades, unmet expectations, and other issues that compel buyers to return the products.

Leveraging advanced AR and VR technology, virtual try-on presents an effective solution to this problem. This digital tool lets shoppers try on items before purchasing them. A smartphone, an app, and a few taps of their fingertips are all they need to make better selections when shopping online.

A Snap research substantiates how effective virtual try-on is. In their recent research, 80% of shoppers said that they feel more confident in their purchases as a result of using AR. The same research shows that 2 out of 3 shoppers are less likely to return a product after using AR.

Still, shoppers have limited options when it comes to using this functionality. Not all brands have virtual try-on apps. Also, shoppers have to visit different online boutiques or download multiple apps to use the virtual try-on.

This is something the newly-launched TRYO – a virtual try-on experience that lets shoppers view multiple brands and multiple categories in one library – could help with.

QReal AR Virtual Try-On App TRYO

TRYO’s Virtual Try-On: Revolutionizing How People Shop Online

TRYO strives to become the engine that powers the next evolution of shopping. It is creating a vast library of 3D branded models including products from Gucci, Cartier, and Adidas to name a few.

TRYO provides online shoppers with a one-stop shopping experience. Through advanced AR tech, shoppers can virtually try on footwear, watches, hats, eyewear, and other merchandise. From over 500 items at the time of the launch, TRYO’s library of ultra-realistic branded models will be growing fast with new products planned to be added weekly.

TRYO AR virtual try-on app

As TRYO offers brands an easy way to provide exceptional shopping experiences, we can expect more rapid adoption of virtual try-on technology across the industry.

“We want to show brands how easy it could be to embed a virtual try-on experience into their own websites,” said Mike Cadoux, co-founder of TRYO, and Managing Director at QReal, in a press release shared with ARPost.  “It may seem like a daunting task, but we’re able to do it. TRYO shows it can be done.”

Developed by QReal, The Glimpse Group subsidiary, TRYO features world-class 3D and AR capabilities. It is now available for download in the App Store. Shoppers can also view the 3D models in the TRYO digital showroom.

The Future of Shopping Is More Exciting

Virtual try-on apps bring value to both brands and shoppers. Brands are able to deliver memorable shopping experiences that delight shoppers and make their buyer journeys seamless and enjoyable. They are also able to ensure customer satisfaction and lessen the need for returns. Ultimately, utilizing virtual try-on technology impacts the entire industry and makes shopping more exciting.

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