• Apple unveiled new iPhones, Apple Watches and iPads at its annual September product launch on Tuesday.
  • The company also revealed launch timing and pricing details for its new subscription services, Apple TV+ and Apple Arcade.
  • Appleckicked off its annual fall product launch on Tuesday where it announced the $999 iPhone 11 Pro, the $1,099 iPhone 11 Pro Max and the $699 iPhone 11, launch dates and pricing for Apple TV+ and Apple Arcade, a new $499 Apple Watch Series 5, as well as a refreshed $329 iPad.

The company unveiled its latest flagship smartphones, the iPhone 11 Pro, iPhone 11 Pro Max and iPhone 11. All the devices are available for pre-order starting on Friday at 5 a.m. Pacific Standard and will start shipping Sept. 20. Apple’s latest software update, iOS 13, launches on Sept. 16 for the iPhone 6S and all newer models. 

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, while Apple added a new matte finish to the back panel. 

The devices have the same form factor as their predecessors, the iPhone XS and the iPhone XS Max, but feature an all new triple-lens camera on the back. The triple-lens camera system includes a telephoto camera, wide angle camera that lets in 40% more light, as well as an ultra wide camera with a 120-degree field of view. The cameras are also capable of shooting 4K resolution video at 30 frames per second. 

Both the iPhone 11 Pro and iPhone 11 Pro Max have gotten major spec upgrades, making them faster, while using less power. The iPhone 11 Pro gets four more hours of battery life compared to the iPhone XS and the iPhone 11 Pro Max has five hours more of battery life. 

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.

It features a dual-camera system on the rear panel, including an all-new wide-angle lens with 2x optical zoom out. The cameras are packed with upgraded sensors, allowing for features like multiscale tone mapping for improved highlights, as well as night mode, which helps brighten photos in dark environments. Additionally, the iPhone 11 features a 12-megapixel TrueDepth camera on the front, which lets users film slow motion videos, along with wide angle selfies.  

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’s streaming subscription service will roll out on Nov. 1 and starts at $4.99 per month for a family account. It’ll be available in 100 countries at launch, with new shows being added each month. The company said users can get a 1 year subscription for free with a purchase of a new iPhone, iPad, Mac or Apple TV.

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. 

Apple Arcade, its gaming subscription service, will launch on Sept. 19 in 150 countries around the world, with 100 new games, starting at $4.99 for families. As part of the launch, the company is rolling out a new Arcade tab in the App Store to house games for the subscription gaming service. New titles will be added every month, along with personalized recommendations, game trailers and game guides. Users can also sign up for a one-month free trial at launch. 

Apple Watch 

The Apple Watch Series 5 starts at $399 for a GPS version, then bumps up to $499 with 4G network connectivity. It’s available for order today and lands in stores on Sept. 20. Apple is still selling the older Series 3 watch, plus cutting the price to $199. 

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.

Apple is launching the new Watch models with three different casing materials, including aluminum, ceramic and stainless steel, as well as titanium, which is a first for the company. 


The company took the wraps off of a new 10.2-inch iPad, replacing the 9.7-inch model. The seventh-generation device features a Retina display, an 8-megapixel camera and it has Apple’s A10 Fusion chip built in, which the company said is 2x faster than the top-selling PC. The new iPad is available for order today and will start shipping on Sept. 30. 

Apple’s September launch event is generally reserved for the company to create hype around its latest product lineup. The iPhone has traditionally been at the center of the event, and this year is expected to be no different. Analysts are expecting a trio of new iPhones, along with new Apple Watches.


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