The unveiling and release of the iPhone 6 marks Apple's most recent attempt to claw back its market share, which has taken a bit of a battering recently thanks to Android products being increasingly popular among consumers. But has Apple done enough to win back those slightly disillusioned customers?
With a raft of top-end smartphones all competing for a place in the saturated market, we'll take a look at whether the latest iteration of the iPhone manages to make the likes of the Samsung Galaxy S5 and Nexus 5 look significantly inferior or not.
Apple has arguably put off customers by the premium price tag it attaches to its devices. The 16 GB model costs £539 for the phone outright, the 64 GB at £619 and for those who need a serious amount of space, the 128 GB will command £699.
This is noticeably more than other smartphones on the market. For instance, the Samsung Galaxy S5 has been on the market for a while now and its original price has dropped from £579 by around £100. While you can't get an 128 GB Galaxy S5, you can get expandable storage, which is significantly cheaper than the £699 Apple are asking for.
The LG G3 will set you back £479, while the Sony Xperia costs £549. The Nexus 5 is as cheap as £299 for a 16 GB version, rising to £399 for 32 GB of storage, while the HTC One M8 starts at £549.
While the cheapest iPhone models may come in around a similar price to its rivals, you will have to fork out significantly more for greater levels of storage.
Apple made the headlines by increasing the iPhone's screen size to 4.7 inches, as a number of its competitors had taken advantage of bigger screens. Despite this, all its main rivals still have bigger screens – unless you opt for the iPhone 6 Plus, of course.
Consumers who spend a lot of time watching content on their smartphone or using it for work purposes may benefit from a bigger screen, such as the Samsung Galaxy S5 that has a 5.1-inch display. However, the fact it's made out of plastic may be a deterrence to some who feel it comes across as a cheaper alternative.
Apart from the Nexus 5 – which has a 4.95-inch screen – the LG G3, Sony Xperia Z3 and HTC One M8 are all five inches or more.
While Apple prides itself on being sleek and sophisticated when it comes to design, this doesn't mean its competitors can't hope to match this style. Some of the rivals already mentioned are aesthetically pleasing and feel good in your hand as you use them.
However, the reviews for the iPhone 6 have come back as very positive, especially in regards to the overall feel and look of the device.
While the iPhone is regarded as a powerful device, some of its specs fall down in comparison to others. For instance, there is 1 GB of RAM on Apple's smartphone, whereas the other key rivals all have at least 2 GB, with the Sony Xperia Z3 having a huge 3 GB.
Processor wise, the stats vary from 2.2 to 2.5 GHz – notably more than Apple's 1.4GHz. There's some impressive power on offer here for non-Apple customers, although this does not mean Tim Cook's device is by any means slow.
The rivals mostly have a quadcore processor and part of the issue in comparison is that Apple has their own A8 and M8 chips, meaning it's hard to directly work out which is better.
As smartphones are used more and more, the battery life is a crucial feature on a high-end smartphone.
The iPhone 6's battery is 1,810 mAh, equating to 14 hours of talk time, which is dwarfed by some of its competitors. The Sony model has a huge 3,100 mAh, the HTC model 2,600 mAh, while the Nexus has 2,300 mAh – giving users up to 17 hours of talk time.
However, a big screen size is responsible for draining the battery life quickly, so the fact the iPhone 6 has a smaller screen in comparison could work in its favour. In addition, some tests have shown the new iteration has a better battery than its predecessor and could well last a whole day of usage – arguably the main requirement.
As the smartphone increasingly becomes a camera as well as other things, Apple has found itself left behind in the megapixel race. While some thought a 13-megapixel one would be on the cards, they were perhaps left disappointed by the unchanged eight megapixels, despite the improvements to focus that were introduced. The front-facing camera, which will come in handy for selfie enthusiasts, is 1.2 megapixels.
This falls short in comparison to its rivals. The Sony Xperia Z3 has a colossal 20.7 megapixels, Samsung boasts 16 megapixels, while the LG G3 has a still impressive 13-megapixel camera. Front-facing cameras are also better in other models, such as the huge five-megapixel one that the HTC One M8 has and the two-megapixels from Samsung.
In addition, the HTC model has the cool ability to refocus shots once you've taken them.
After comparing the models, it appears some of Apple's rivals do have the upper hand when it comes to certain specifications. However, this is not to say the iPhone 6 is an insufficient comeback from Tim Cook and his team – as the sleek design, powerful iOS 8 operating system and impressive screen all work in Apple's favour. And with ten million iPhone 6 and 6 Plus models shipped on the opening weekend, the race is only just started.