Moving onto what you can't see, and the new iPhones are powered Apple's latest in-house SoC, the A10 Fusion. As usual, Apple isn't giving firm figures on performance here. It says it's 64-bit, 4-core chip, with 2 high-power cores and 2 low-power cores to save battery life. The iPhone 7 lasts two hours more than the iPhone 6S, while the iPhone 7 Plus lasts one hour more than that iPhone 6S, apparently.
As for the nitty gritty, Apple's sticking with comparative and superlative statements, like "40-percent faster processing" and "two thirds the power" graphics performance when compared to the 6S's A9. It's "the most powerful chip ever in a smartphone," and capable of rendering "400 flying monkeys" in Oz: Broken Kingdom. Expect to see companies like Chipworks tearing the A10 down to tell us exactly what's inside once the 7 and 7 Plus are available.
One area that Apple has traditionally excelled in is cameras, but with the Galaxy S7 and Note 7, Samsung basically caught up this year, even besting the 6S and 6S Plus in some areas. To that end, Apple's thrown improved cameras in both its new phones. Up front, for both devices, the new "FaceTime HD" camera ups the resolution from 5 to 7 megapixels. The big ticket item for the smaller model -- following the addition of 4K video last year -- is a new f/1.8 12-megapixel "low-light loving" camera with optical image stabilization. There's also a new four-color LED flash, a "flicker-sensor" to avoid flickering lights in videos, RAW DNG capture and Apple says shutter lag is down to 25 milliseconds.