Apple to unveil latest iPhone

Learning its lessons from the success of iPhone XR in India, Apple has done the right thing by launching iPhone 11 at a reasonable price point at a time when the festive season is round the corner, industry analysts said on Wednesday.

The iPhone 11 will retail starting at $699, down from the iPhone XR's $749 starting price previous year, while the 11 Pro starts at $999 and 11 Pro Max starts at $1,099.

The standard iPhone 11 will feature a 6.1-inch LED Retina display, an A13 Bionic processor, and a pair of 12 megapixel cameras on its back. It will start at $999.

The new Apple iPhone 11 (L) and iPhone 11 Pro (R) are displayed during an Apple special event on September 10, 2019 in Cupertino, California. A short black-and-white film, shot by the director Diego Contreras and the cinematographer Guillermo Garza, on the iPhone 11 Pro and played before the crowd at Tuesday's event, highlighted "the computational photography mad science" of the new three-lens system with 4x optical zoom.

"I'm always excited when I see new evolutions in the craft", Baker said, adding the new tools will help in "reducing the number of takes and giving me more options in post [production]".

The phone's camera has a new "ultra-wide" angle lens. Artificial intelligence capabilities in the camera will auto-adjust lighting and reduce noise to allow users to take low-light images and more detailed portraits.

An iPhone 11 boasted upgrades including a dual-camera system, longer battery life, a muscular computer chip and better water resistance.


But what about the more expensive iPhone 11 Pro and Pro Max?

"We think this is the most exciting iPhone we have made yet", Schiller said.

Starting today, viewers can watch trailers and add Apple TV+ series and movies to Up Next on the Apple TV app, so they can be notified when the first episodes become available.

The iPad also got an update. All models will start shipping September 20th, 2019.

But Apple has struggled amid a global slowdown in smartphone sales, particularly in China, and complaints that its phones were often missing the most advanced camera features of rivals such as Alphabet's Google, Samsung and Huawei.

Executives instead spent almost as much time Tuesday talking about products as they did touting free trial subscriptions for Apple's new streaming services, promoting its new lineup of video games and TV shows, and trade-in programs that allow customers to swap existing phones for discounts on new models. It also made more clear what customers can expect from its upcoming Apple Arcade and Apple TV+ services when they launch with less than a full roster of games and shows to enjoy as soon as September. It will not have commercials and will feature original series.

Apple's services - a fast-growing segment for the company that includes iTunes and the App Store - will also be in the spotlight.

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