Iphone XR stuck on support.apple.com/iphone/restore (all common fixes tried)

as per title.

This occurred after I tried to update my iphone today via itunes.

I have visited the support site and followed all instructions regarding restarting and upgrading, I have even uninstalled itunes and reinstalled, and I have installed/tried Apple Devices App.

Neither iTunes nor the Apple Device App will recognize my iphone when I plug it into my PC.

Every time I force restart my iphone it returns to the support.apple.com/iphone/restore screen.

Any help much appreciated