The company debuted a trio of new smartphones, including the $699 iPhone 11, the $999 iPhone 11 Pro and the $1,099 iPhone 11 Pro Max. All three devices appear similar to their predecessors, but Apple has upgraded their respective camera systems to allow for wide-angle photos, while making improvements under the hood that result in a longer battery life and faster performance than before.
Apple also rolled out the Watch Series 5, which starts at $399 and features a new always-on display. Even so, the device is able to maintain 18-hour battery life, which is possible due to an OLED display technology that was specially created by Apple. Prior to that, the company unexpectedly announced a new seventh-generation iPad, which is priced at $329 and includes a 10.2-inch display.
In addition to new hardware, Apple also revealed launch dates and pricing for its much-anticipated Apple TV+ and Apple Arcade subscription services. Both services cost $4.99 per month, which undercuts competitors like Disney’s streaming platform, Disney+, and Google’s cloud gaming service, Stadia.
Here’s everything Apple has announced on Tuesday:
The iPhone 11 Pro and iPhone 11 Pro Max feature 5.8-inch and 6.5-inch OLED displays, respectively. Both devices come in green, space gray, silver and gold with a new matte finish to the back panel.
At $699, the iPhone 11 is $50 cheaper than its predecessor, the iPhone XR. The device features a 6.1-inch display, an hour longer battery life compared to the iPhone XR, faster Face ID and an A13 Bionic chip, making it the “fastest CPU and GPU ever in a smartphone,” the company said. The iPhone 11 comes in six new colors, including purple, green, yellow, white, red and black.
As part of the iPhone launch, Apple also rolled out a new trade-in program for several countries. The new iPhones start at $399, $599 and $699 with trade ins, or at lower prices on a monthly basis.
Apple TV+ and Apple Arcade
Apple debuted a trailer for “See,” its new sci-fi drama starring Jason Momoa, that’s set to launch on Apple TV+ along with other original titles. Other original series that are expected to launch on the service include “The Morning Show,” which stars Jennifer Aniston, Reese Witherspoon and Steve Carell, in addition to “Dickinson,” a drama series about Emily Dickenson that stars Hailee Steinfeld.
The new device includes a new always-on display, which allows users to be able to see the time and notifications when they haven’t raised their wrist. Even with the always on display, Apple says the new Watch still has 18-hours worth of battery life, thanks to a new low-temperature polysilicone and oxide display, as well as a low-power display driver.
The company has continued its focus on health and fitness in the latest Apple Watch. The device now has menstrual cycle tracking, as part of the watchOS 6 software, as well as a new research app, which is set to launch in the US later this year. Users can enroll in three studies to start, such as hearing, women’s health and heart and movement.
The new iPad is available for order today and will start shipping on Sept. 30. The device starts at $329 and education customers can buy the new iPad for $299.
Earlier this month, the company teased the store’s reopening by unveiling a new colorful glass coating. The entrance to the store was closed as of January 2017, while the store was moved to a temporary location. The rainbow colors are temporary and the cube will eventually return to its original clear design.