The Apple iPhone 11 and 11 Pro

Credit Apple

You can order your new iPhone 11 through Apple's website and the Apple Store iOS app.

Apple has launched three new iPhones- iPhone 11, iPhone 11 Pro and iPhone 11.

The iPhone 11 comes with a dual-lens camera featuring Ultra Wide and Wide cameras.

But it's also clear that both phones have pivoted to becoming camera powerhouses, with a similar spread of main, telephoto and now ultra-wide lenses.

All new iPhone 11s come with a new system-on-chip processor - the A13 Bionic - which was the technological star of the show.

Apple opened by discussing Apple TV+, its original streaming video subscription service, and Apple Arcade, its game subscription service.

Apple's lower price point is also trying to win out over HBO Max, set to launch next year.

In true 2019 fashion, the iPhone 11 Pro added a third lens to its repertoire - a 12MP ultrawide lens, capturing a 120-degree field of view.

Previous generations had the smartwatch face go dark when arms dropped to save on power.

But it's arguably more attractive than the camera blister on the iPhone 11 Pro, an offset circular-lenses-within-a-square on the back cover. Contrary to speculation, Apple did not mention any new sleep-tracking functionality, instead revealing a new always-on display created to last up to 18 hours, apps like Noise for monitoring ambient noise levels, and Cycle Tracking for logging menstrual cycle data.

In a year when Apple has been hit by slowing revenues, the Trump administration's trade war with China and antitrust investigations in several countries, the Silicon Valley company has increasingly shifted its focus toward more affordable iPhones, along with accessories and services aimed at squeezing more money out of existing iPhone users.

Apple Watch Series 5 had a starting price of USD399 and was set to be available starting September 20. Apple also reduced the price of Apple Watch Series 3 to a starting price of USD199. The device will retail for $329 and start shipping on 30 September.

The pricing of Apple TV+ "is a show stopper and a major shot across the bow at the likes of Netflix and Disney among others", Wedbush Securities analyst Dan Ives said.

Those offerings are dwarfed by the extensive catalogue of industry leader Netflix, which has a reported $10 billion budget for content and 151 million paid subscribers.

Successors to the XS and XS Max, the iPhone 11 Pro and iPhone 11 Pro Max sport a 5.8-inch and 6.5-inch super Retina XDR display, which Apple claims is the brightest display ever in an iPhone.

Oh, and it is giving away one free year's worth of Apple TV+ to anyone that buys a new expensive Apple product: a move that fanbois will love but raises questions about whether tech giants are trying to pull TV production into the same walled gardens it is used to in the tech arena.

It will undercut Disney's streaming service too, which will also be released in November.

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