US-based smartphone maker Apple today introduced three new iPhone models – iPhone 11, iPhone 11 Pro and iPhone Pro Max.
Apple CEO Tim Cook unveiled the products at the Steve Jobs Theatre in Cupertino, California. The event was live-streamed to millions across the globe.
On the smartphone front, Cook first introduced the iPhone 11, which Apple says has a powerful dual-camera system, offering "an intuitive camera experience with the highest quality video in a smartphone and night mode for photos".
iPhone 11 is powered by the A13 Bionic chip, an upgrade from the A12 Bionic in the iPhone XR, XS and XS Max.
According to Apple, the A13 Bionic chip performs “the most demanding tasks, while getting through an entire day on a single charge, and is designed to withstand the elements with improved water resistance”.
iPhone 11 comes in six colours, and will be available for pre-order beginning Friday, 13 September, and in stores beginning Friday, 20 September, starting at $699.
“iPhone 11 is the next generation of iPhone, packed with great new capabilities in an incredible design, including new ultra-wide and wide cameras for gorgeous videos and photos, the power and ease of use of iOS 13, and A13 Bionic – the fastest chip ever in a smartphone that quickly handles the tasks that matter most to people every day,” says Phil Schiller, Apple’s senior vice-president of worldwide marketing.
“With the tight integration between hardware, software and services, the advancements in iPhone 11 bring an unparalleled user experience at an affordable price to even more customers. We think people will love it.”
Apple also announced iPhone 11 Pro and iPhone 11 Pro Max, a new pro line for iPhone.
The company says the new Super Retina XDR display is a pro display with the brightest display ever in an iPhone.
It adds that the Apple-designed A13 Bionic chip provides “unparalleled performance for every task while enabling an unprecedented leap in battery life to easily get through the day”.
A new triple-camera system provides a pro-level camera experience with an ultra-wide, wide and telephoto camera, delivering improvements to low-light photography and offering the highest quality video in a smartphone that is great for shooting action videos, it notes.
iPhone 11 Pro and iPhone 11 Pro Max come in four finishes including a new midnight green, and will be available for pre-order beginning Friday, 13 September, and in stores beginning Friday, 20 September.
The iPhone 11 Pro’s price starts at $999 while the Pro Max is $1 099.
The company also unboxed the Apple Watch Series 5, debuting an always-on retina display that Apple says “never sleeps”.
Apple Watch Series 5 features a new display that allows the time and important information to remain visible at all times.
New location features, from a built-in compass to current elevation, help users better navigate their day, while international emergency calling allows users to call emergency services directly from Apple Watch in over 150 countries, even without an iPhone nearby.
Apple Watch Series 5 is available in a wider range of materials, including aluminum, stainless steel, ceramic and an all-new titanium.
Combined with the power of watchOS 6, users are empowered to take charge of their health and fitness with new features like cycle tracking, the noise app and activity trends, Apple says.
Apple also introduced the new seventh-generation iPad, bringing more screen area and support for the full-sized smart keyboard to its iPad.
Starting at $329, the upgraded iPad features a 10.2-inch Retina display and innovations including Apple Pencil support, the A10 Fusion chip, advanced cameras and sensors.
The company also announced Apple TV+, the first all-original video subscription service, will launch 1 November in over 100 countries and regions.
Apple TV+ will offer a lineup of original shows, movies and documentaries, including “The Morning Show”, “Dickinson”, “See”, “For All Mankind” and “The Elephant Queen.”
The service will be available on the Apple TV app on iPhone, iPad, Apple TV, iPod Touch, Mac and other platforms, including online at tv.apple.com, for $4.99 per month with a seven-day free trial.
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