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Apple and Samsung Are Racing to Create the Ultimate Camera Phone

Commentary: The Galaxy S23 Ultra and iPhone 14 Pro reiterate Apple’s and Samsung’s ambitions to appeal to pro photographers and videographers.

This story is part of Samsung Event, CNET’s collection of news, tips and advice around Samsung’s most popular products.

A phone’s camera bridges our everyday lives with our online identities, whether you’re sharing family photos, posting clips from your vacation on TikTok or dialing into a Zoom meeting. Apple and Samsung clearly understand this, as evidenced by the iPhone 14 Pro and the new Galaxy S23 Ultra, which goes on sale Feb. 17. With both devices, Samsung and Apple are sending a strong message: The camera is what matters most in a new phone. It’s the biggest factor that separates the best phone money can buy from reasonably priced devices.

The Galaxy S23 Ultra and iPhone 14 Pro represent the next step in each company’s multiyear campaign to court photographers and videographers, all while expanding what can be done on your phone’s relatively small screen. They’re the culmination of the latest efforts by Apple and Samsung to outpace one another in an arms race that’s been progressing for more than a decade. Apple and Samsung aren’t the only ones focused on the camera; the same goes for Google and OnePlus. But as the world’s two largest phone brands by market share, Apple and Samsung have an outsized influence over the devices we carry in our pockets.

Annual smartphone updates feel incremental, making it harder for people to justify yearly upgrades, especially when the cost for everyday goods and services remains high. The latest high-end phones from Apple and Samsung serve as statements that customers are willing to pay for the best. And for both companies, being the «best» often means having the best camera.

Samsung and Apple bet people will spend more on better devices

Cameras with a 100x digital zoom magnification and a nearly tablet-sized screen aren’t for everyone, especially given their high price. As generational upgrades become less flashy, customers are holding onto their devices longer before upgrading. But there is evidence hinting that premium phones still appeal to shoppers despite inflation, potentially showing that Apple and Samsung’s camera-first approach may be working.

According to Counterpoint Research, the iPhone’s average selling price increased 7% year over year in the third quarter of 2022, indicating Apple’s more expensive phones may be its most popular. (However, that could also be because the price of Apple’s regular iPhones has increased over the years, while the Pro’s starting price has largely remained the same).

Ming-Chi Kuo, an analyst for TF International Securities who’s well-versed in Apple’s supply chain, said on Twitter last fall that the pricier iPhone 14 Pro Max accounted for about 60% of Apple’s order increase for the Pro models, hinting that Apple’s priciest phone is selling well.

TM Roh, head of Samsung’s mobile experience business, said in an interview with CNET earlier this year that the Galaxy S22 lineup saw double-digit sales growth compared to the Galaxy S21 series. That indicates Samsung’s more expensive phones are indeed top sellers.

Remarks from Roh and Apple CEO Tim Cook also suggest that people are simply willing to pay for better devices.

«When times get hard, then people would be more cautious in the choices that they make,» Roh also said to CNET. «In other words, they would be looking for greater value to be gained.»

Speaking with analysts during Apple’s fiscal first-quarter earnings call earlier this month, Cook said he thinks «people are willing to really stretch to get the best they can afford in that category.»

Samsung’s and Apple’s current premium phones could also influence the devices we see in the future as both companies are expected to lean more heavily into high-end devices. Apple is discussing releasing an iPhone Ultra that would be a step up from the $1,099 iPhone 14 Pro Max, according to Bloomberg, likely expanding upon the Pro Max’s features. It may also incorporate more features into next year’s iPhone Pro that further distinguish it from the regular iPhone, the report said. One of those features, Bloomberg reported, could be a periscope lens for better optical zoom on the Pro Max, further underscoring the camera’s significance.

Samsung, meanwhile, used its previous high-end smartphone line, the Galaxy Note, to build the foundation for its current Galaxy Ultra devices. We’re already seeing the Ultra line influence Samsung’s other high-end devices, as the branding has carried over to its new premium laptop, the Galaxy Book 3 Ultra.

What makes an «ultra» or «pro» phone? Mostly the camera

Make no mistake, Apple and Samsung both view the camera as the most significant smartphone upgrade that customers are willing to splurge for. Samsung made that clear at its Unpacked event on Feb. 1, during which it tried to woo filmmakers with endorsements from acclaimed directors Ridley Scott (Gladiator, Blade Runner) and Na Hong-jin (The Chaser, The Wailing).

Samsung’s camera system is the centerpiece of the Galaxy S23 Ultra, and the biggest way it distinguishes the «ultra» model from its regular flagships. The company spent a large portion of its Unpacked presentation outlining the various new camera improvements: a higher-resolution 200-megapixel sensor, wider dynamic range, steadier optical image stabilization for video, faster autofocus and clearer shots in low light, among other upgrades. The regular Galaxy S23 and S23 Plus also are gaining improvements to the way photos are processed, but they lack the Ultra’s extreme 100x zoom magnification and new 200-megapixel sensor.

If you weren’t already convinced that Samsung is trying to entice camera enthusiasts, the company also makes it easier to access settings for shooting raw files by integrating those options directly into the native camera app. A raw file has uncompressed image data straight from the camera sensor, which allows for more leeway when editing. An Expert Raw file contains data from several images processed together and offers even more clarity and a wider dynamic range. Google and Apple have their own special raw files that are created in a similar way, bridging a traditional raw file with advancements from computational photography.

And to help fit all of those big files on your phone, the S23 Ultra’s base storage is now 256GB, up from the S22 Ultra’s 128GB. The decision to offer more storage in the entry-level model could also be seen as another effort to attract photographers and videographers, since high-resolution photos, raw files and 8K videos occupy a lot of space. The S23 Plus also starts at 256GB, but Samsung doesn’t offer a 1TB storage option for that phone the way it does with the S23 Ultra. It shows what a long way Samsung has come since launching its original Ultra phone, the Galaxy S20 Ultra, which maxed out at 512GB and started at 128GB just like the regular Galaxy S23.

Apple also loves to flaunt the iPhone’s photography prowess, and you could even argue that may have influenced some of Samsung’s thinking. That approach was on full display in September when Apple unveiled the iPhone 14 Pro, which has better optical image stabilization and low-light performance. Like Samsung, Apple also made a leap in resolution that brings the iPhone 14 Pro’s camera from 12 to 48 megapixels, although it’s really the device’s larger main sensor that’s made a big difference in the camera’s low-light performance. ProRaw, Apple’s feature for capturing raw photos that still incorporate some of the company’s image-processing algorithms, can now shoot at a 48-megapixel resolution.

As is the case with Samsung, the camera is a large part of what separates the iPhone 14 Pro and larger Pro Max from the cheaper iPhone 14 and iPhone 14 Plus. Those phones, by comparison, are missing the iPhone 14 Pro’s telephoto lens and have a smaller 12-megapixel main camera sensor. Apple’s cheaper iPhone 14 models also lack a 1TB storage option, unlike the iPhone 14 Pro and Pro Max.

The camera is the star, but there’s more to it

While the camera may be the biggest defining characteristic of Apple’s Pro line and Samsung’s Ultra line, there are other common threads between these phones. Both phones have more productivity-oriented features than the cheaper alternatives in their respective lineups. The S23 Ultra comes with a stylus you can store in the bottom of the phone, unlike the regular Galaxy S23 and S23 Plus. The iPhone 14 Pro has the Dynamic Island, a clever software interface built around the selfie camera for showing system alerts and controlling background activities without leaving the app you’re using. That feature is absent from the regular iPhone 14 and iPhone 14 Plus.

Both phones also have more to offer when it comes to the screen. For Samsung, that’s quite literal; the Galaxy S23 Ultra’s 6.8-inch screen is physically larger than the displays on the Galaxy S23 (6.1 inches) and the S23 Plus (6.6 inches). Apple offers the same two display sizes across the entire iPhone 14 lineup (6.1 inches or 6.7 inches), but has found other ways to make the screens on its Pro iPhone’s stand out. Only the Pro models have an always-on display, the Dynamic Island and an adaptive refresh rate for smoother scrolling and graphics.

Despite these similarities, Apple and Samsung’s approaches also differ in significant ways — mostly when it comes to which technologies these companies bring to cheaper devices. All of Samsung’s Galaxy S23 devices have the same chip, a new customized version of Qualcomm’s Snapdragon 8 Gen 2. Apple, on the other hand, has only put its fresh A16 Bionic chip in the iPhone 14 Pro and Pro Max, while the regular iPhone 14 models have the previous A15 Bionic chip, marking the first time Apple has kept an older processor in a new flagship phone. Apple also equips its Pro iPhones with a lidar scanner for detecting depth, which helps improve AR apps and certain photography features like autofocus and enables accessibility functions like door and people detection.

For Apple and Samsung, adding more advanced camera and display features to their premium phones isn’t just about boosting sales. Both companies are under pressure to uphold their reputations as innovators while proving there are still plenty of reasons to be excited about the smartphone’s future.

Right now, many of those reasons come down to the camera — the tool we use for everything from video chatting to documenting vacations and, perhaps in the future, fueling augmented reality apps. It will be fascinating to see how Apple, Samsung and others attempt to improve and redefine that experience over the next few years.

Technologies

Invincible VS Is a Tag-Team Brawler Packed With Bloody Superhero Carnage

The Invincible franchise is heading to Xbox.

Microsoft’s Xbox Games Showcase had its share of surprises, including a new game from Pokemon developer Game Freak and the ROG Xbox Ally portable handheld. Another surprise is a fighting game featuring characters from the Invincible comic and show. 

Invincible VS is a three-versus-three tag fighting game featuring characters from the Invincible universe. The trailer showed several characters from the show, including Invincible, Omni-Man, Atom Eve, Rex Splode, Bulletproof, and two Viltrumites — the powerful alien species Omni-Man and Invincible belong to.

The game itself has a comic book art style to it, but its action is more along the lines of Mortal Kombat. The fighting is very bloody, which is faithful to the comic and show, but no kind of fatalities were shown in the trailer. There are also a couple of familiar settings from the show. While we saw only a handful of characters in this first glimpse of Invincible VS, there is a wealth of heroes and villains that could be added to the game before it launches. 

Robert Kirkman’s Invincible
 started as a comic in 2003 and ended its run in 2018. In 2021, an animated series based on the comic made its debut on Amazon Prime Video. The show wrapped up its third season in March and has already been renewed for a fourth season

Skybound Games is publishing Invincible VS with development handled by Quarter Up, an in-house studio led by members of the team that created 2013’s Killer Instinct. 

Invincible VS will be released sometime in 2026 for PC and Xbox Series consoles. 

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Technologies

I Played With the ROG Xbox Ally, the Upcoming Xbox Handheld

The new handheld console was revealed during the Xbox Games Showcase, and I got to spend some time with my hands on it.

Microsoft revealed its long-rumored Xbox handheld console running Windows 11 during the Xbox Games Showcase — two models called the ROG Xbox Ally and ROG Xbox Ally X — and I spent a short time playing around with one soon after. 

Unfortunately, I wasn’t allowed to take any pictures or videos of the demo since the hardware we got to test wasn’t final. That became evident when our designated guide had HDMI connection issues with the unit. I was able to play around with the Xbox full-screen experience and the various settings menus and play the beginning minutes of Gears of War Reloaded, which comes out this summer.  

The device is quite comfortable to hold, with slightly textured grips. The face buttons, triggers and analog sticks all felt familiar, very similar to what I’m used to on an Xbox controller. 

What’s really exciting is that you can download your games, remote play from your Xbox or stream from the cloud, making this more useful than PlayStation’s Portal, which can only stream and play remotely. That’s one of the major benefits of being inside Xbox’s ecosystem: You can play a game on any of its devices, regardless of where you bought it, whether that be Xbox consoles, PC, cloud or this new handheld. This more open-platform approach makes the Xbox Ally closer in spirit to a Steam Deck compared with a Nintendo Switch, which can only run Nintendo games. 

When it ships — expected in time for the winter holidays — you’ll be able to navigate via a full-screen Xbox app, which combines your Xbox game library with installed games from several other marketplaces into a single Xbox experience. The company specifically mentioned Xbox, Game Pass, battle.net (owned by Microsoft) and «other leading PC storefronts,» which I’m hoping includes Steam. Much like on an Xbox, each game has icons depicting which platform they’re from. In my demo, the only example of a different storefront was Hearthstone, which had a battle.net icon. 

The Xbox Ally consoles use the Game Bar, and if you’ve used the Xbox app on PC, then you’ll find it familiar. In fact, pressing the new Xbox button opens an almost identical version of the guide when playing Xbox games on PC. However, there’s also a new Command Center tab on the far left to adjust settings for power consumption and performance, similar to what we’ve seen on Steam Deck.

In Game Bar, you can quickly jump to the home screen, your library, launch games, open apps, chat with friends, adjust settings and more. And this Game Bar works alongside Asus’s Armoury Crate overlay. This is a little worrisome, as Armoury Crate has usually felt more like unnecessary bloatware, but when we get to test the device later this year we’ll see if Asus has stripped it down to the relevant functions rather than just added more on top.

Since it’s a Windows 11 device, you’ll also be able to launch and use apps like Discord and Twitch and access game mods. The Xbox Ally boots directly into the «Xbox full screen experience» similar to how a Steam Deck launches into Big Picture mode. The full-screen experience is optimized specifically for handheld gaming, and Xbox told me the device minimizes background activity and allocates more system resources to gameplay like Game Mode does on Windows. This means more memory and potentially higher framerates for your games.

The ROG Ally and Ally X have been out for a bit now, but the Xbox models have some unique features. In addition to the Xbox button, the ROG Xbox Ally also has larger, contoured grips. The previous ROG Ally is more rectangular; the Xbox Ally is closer to the design of the PlayStation Portal, with dedicated, slightly separated hand grips that mimic the look and feel of a standard game controller. They also have upgraded components over the Asus versions.

The handheld comes in two options, a white Xbox Ally and the more powerful Xbox Ally X that comes in black. The lower-end Ally is powered by an AMD Ryzen Z2A processor, comes with 16GB of RAM and 512GB of SSD storage, weighs 23.6 ounces (670 grams) and has a 60Wh battery. The Ally X has an AMD Ryzen AI Z2 Extreme processor, 24GB of RAM, 1TB of SSD storage, weighs a bit more at 25.2 ounces (715 grams) and has an 80Wh battery. 

Both models are equipped with a 7-inch,120Hz 1080p screen, the same as on the original Asus versions of the devices. They also have RGB lights surrounding the analog sticks, something I hope I’ll be able to turn off when I spend some real time playing on the device. The Ally X did feel on the heavier side, but then again, the recently released Switch 2 and my Steam Deck OLED are also pretty heavy, so I think that’s just what handhelds weigh these days.

Xbox hasn’t yet revealed  the pricing or release date, aside from «this holiday.»

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Technologies

Everything I Suspect Will Be Announced at WWDC 2025 Monday

We could see new iPhone, Mac and Apple Watch software called iOS 26, MacOS Tahoe and WatchOS 26. Apple is rumored to overhaul all of its OSes with a unifying visual interface.

Apple’s developer conference, WWDC 2025, kicks off Monday at 10 a.m. PT. At its last two WWDC events, Apple launched itself into new territories, jumping into both AR/VR and generative AI. There’s pressure on the company to match, if not top, what it’s done in the past. CNET has editors and writers attending in person to report on live WWDC 2025 developments as they break.

There was the Vision Pro in 2023, and then Apple Intelligence in 2024. What big announcement is coming in 2025? With both the Vision Pro and Apple Intelligence having faced slow and heavily criticized starts, the big message at this year’s WWDC doesn’t seem clear at all. Apple might focus on operating system redesigns and gradual improvements across the board.

WWDC is usually a showcase for Apple’s future-forward ideas. It’s also where the company discusses its developer tools, as you’d expect. And it’s where previews of all the new OS versions are revealed, giving an early look at what’s coming to the iPhone, iPad, Mac and other Apple devices.

It’s possible Apple will reveal a new home device — a display-enabled HomePod — or even a new Apple Pencil with a calligraphy mode. But the biggest rumors so far suggest a new cross-OS redesign and renaming that could be Apple’s way of deflecting some attention away from not having big new AI features to show off.

OS by year: Will it be iOS 26?

Recent reports from Bloomberg’s often-correct Mark Gurman say Apple is going to ditch the existing numbered OS convention it’s used for years and instead go with another approach to naming: labeling all annual OSes by year number. Instead of iOS 19, we’ll have iOS 26. And iPadOS 26, and MacOS 26, and WatchOS 26, TVOS 26, VisionOS 26. Samsung made a similar move in 2020, jumping from the Galaxy S10 in 2019 to the Galaxy S20 in 2020.

Apple’s numbering has felt pretty disjointed as the numbers have gone ever-higher across multiple device categories. A yearly number would at least help people know if they’re on the current version. 

Glass as the new look

The WWDC invites, featuring a hazy transparent ring, hint at a reported redesign of all the company’s software to a new «glass» look. Bloomberg’s Gurman reported on a large incoming cross-OS design shift, calling it a dramatic redesign and one of the biggest Apple’s done in years. The design may mirror the Vision Pro’s VisionOS feel, which has lots of frosted glass panes, layers of transparency and circular app icons. Front Page Tech’s Jon Prosser showed a preview of the expected design based on information from his sources, and it definitely looks VisionOS-esque.

Beyond a coat of paint, will the OSes start to feel more similar in function too? I’m particularly curious about how iPadOS and MacOS start to close in on each other even more. Apple’s iPad has slowly inched toward acting like a computer, with features like Stage Manager for multitasking, and it’s felt inevitable that the tablet line would eventually provide a comparable experience to the MacBook.

WatchOS should get Apple Intelligence, and the Health app may be part of it

One of the devices that’s missed out on Apple Intelligence so far has been the Apple Watch, and that should be changing soon. Apple is expected to put more AI on the next Watch OS, which could help with message summaries, translation and maybe even composing messages. It could also bring overdue health and fitness upgrades. Reports say Apple could be working on adding generative AI insights to its Health app data and even using AI as a medical service, with a launch target of 2026. Health could possibly get a paid subscription tier, similar to Fitness and what many of Apple’s current services are adding. This could be like what Google is doing with Wear OS, which has long used Fitbit Premium as a health subscription (a broader Gemini rollout is on the way too). 

I like AI coaching and insights on a watch, but I don’t like subscriptions. We’ll see what happens, and if Apple gets into any of these future plans at this WWDC.

Battery life boosts

Another recent report (again, Gurman) says AI will help Apple improve battery life on its devices. How many devices? The iPhone, but hopefully the Apple Watch, too — these are the products in the lineup that I find I need to charge more than I’d like. For me, at least, iPads and Macs are mostly fine on battery life as is, but I’ll never refuse longer battery life for anything.

Apple has made gradual boosts to its battery features over time, but maybe there will be more intelligently applied power modes this time.

Game news?

Apple may be pushing the importance of games again, just as the Nintendo Switch 2 debuts. Bloomberg reports that the company could release a new app to act as a hub for games and game services including Apple Arcade, becoming an overdue overhaul of Game Center.

A number of game controller accessories, like Backbone, already have app hubs that function as game launchers, but Apple has never done much to help organize games on its devices in a way that feels more like what you find on a console. A new app seems like a good fit for those types of controllers, too.

Apple just acquired its first game studio: RAC7, the developers of hit Apple Arcade game Sneaky Sasquatch.

Apple could also have VR gaming news, if older reports come true: PlayStation VR 2 controllers have been expected to work with Vision Pro headsets, in a push to expand gaming on Apple’s VR/AR headset. Maybe that’ll be part of a push to get more developers onboard, as Apple could be readying a less expensive version of the Vision Pro in the next year. Right now the headset can’t compete with Meta’s more affordable Quest headsets in the gaming department.

AI: Live translation, and maybe Vision camera advancements

Apple opened up camera access to enterprise developers last year, and now it’s time for AI tools to emerge for everyone else — tools that could help describe what you’re seeing, or help you remember things too. Apple has already added assistive support for some camera-enabled functions on the Vision Pro and other products, suggesting more to come.

Though Apple’s WWDC keynote presentation isn’t expected to include many announcements of AI strides, the company still needs to compete with Google, Open AI, Perplexity and many others who are making such strides. Reports say live translation will come to some AirPods models, which would mirror what Google and Meta have been doing on glasses and earbuds and on phones.

The biggest VisionOS move I’d expect to see is some introduction of camera-aware AI. Apple Intelligence debuted on Apple’s VR/AR spatial computer headset earlier this year, but none of the AI can take advantage of the system’s cameras to «see» what you’re seeing. At least not yet. Google’s use of Gemini to access the cameras on upcoming headsets and glasses, and Meta’s support of camera access for Quest developers (and its expanding AI tools on Ray-Bans), suggest Apple needs to move this way now to begin paving a way for camera-aware AI to work on future headsets and eventually glasses. 

Apple Pencil

We could see either a brand-new Apple Pencil or updated features that make the current device feel new, according to a report from Bloomberg. Expect to see a new a digital reed calligraphy pen feature unveiled. It’s unclear whether this new software will be for both the original Apple Pencil and the Apple Pencil 2, or if we’ll actually see a brand-new version of the stylus.

A new HomePod-slash-iPad?

There could be a new product emerging at WWDC: a look at a long-expected screen-enabled HomePod that may be part of a bigger push into smarter smart home tech. Reports suggest it’ll be something like a HomePod now — speaker-enabled, with an array of mics — but with a touchscreen. Would it be a screen big enough to act as a photo frame, or something more like a control panel? Where would this thing live, exactly? And what would it cost? Originally, reports of this device even suggested a robotic arm that would allow the screen to follow your face, but those plans seem to be off the table for now.

Of all the wild-card product ideas Apple could announce at this show, this seems the most likely.

WWDC/Gurman potpourri

There are, of course, a number of other rumors from Gurman. Here are some that caught our attention:

  • Messages app: iOS could get the ability to add backgrounds to chats and group chats.
  • iPadOS: Apple may reveal an iPadOS version of the Preview app.
  • iPadOS: MacOS-like multitasking might come to the iPad.
  • iPhone Camera app: The interface could get an overhaul focused on making it simpler to use.

We’ll know more soon

WWDC is happening June 9, with the keynote video presentation streaming at 10 a.m. Pacific. We’ll be there at Apple Park, too, covering it in person. We’ll know more about how all this software could be hinting at new products, and get a check-in on where exactly Apple is with its AI strategies. And maybe we’ll get a bit of product news, too — you never know.

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