The new iPhones are "jam packed with new capabilities and an incredible new design", said Apple chief executive Tim Cook at a glitzy launch event in Cupertino, Los Angeles, on Tuesday.
IMAGE: The Apple logo is displayed at an event at their headquarters in Cupertino, California. Photograph: Stephen Lam/Reuters
Technology giant Apple on Tuesday unveiled the iPhone 11, a new version of the Apple Watch and iPad, announced the first all-original video subscription service and a new gaming service at its flagship fall event in California.
The Tim Cook-led company launched the iPhone 11 Pro and iPhone 11 Pro Max, a new pro line for iPhone at the widely-watched event in Cupertino.
As Apple's biggest event unfolded at the Steve Jobs Theater in Cupertino, here are a few takeaways.
IMAGE: CEO Tim Cook presents the new iPhone 11. Photograph: Stephen Lam/Reuters
The phone comes in six new colours (purple, white, green, yellow, black, and red).
Besides a 6.11-inch Retina display, it sports a new and improved Night Mode that promises detailed images.
Its new portrait effect is called high-key mono.
Its A13 bionic chip is the fastest CPU and GPU ever in a smartphone.
Apple has also added a slow motion video feature to the front camera.
iPhone 11 will be available at $ 699.
iPhone 11 Pro
It is the first phone that Apple has called 'Pro'.
The iPhone 11 Pro sports a Super Retina XDR display.
It has a stainless steal body and glass back with four colours -- Midnight Green, Space Grey, silver/white and gold.
The enclosure is designed to be more durable and more water resistant.
The phone will come with a redesigned camera interface to make the most of its new triple camera design.
It comes with video in 4K at 60 frames per second.
While the iPhone 11 Pro will start at $999, the iPhone 11 Pro Max will start at $1,099.
"iPhone 11 Pro and iPhone 11 Pro Max are the most powerful and advanced smartphones we have ever made.
“They are packed with sophisticated technology that pros can count on to get their work done, and for anyone who wants the very best device made, even if they are not a pro," said Phil Schiller, Apple's senior vice president of worldwide marketing.
The new 7th-gen iPad comes with a larger 10.2-inch Retina display, Smart Connector for the full-size smart keyboard, and A10 Fusion chip.
It also has a slot for Apple Pencil, 8MP camera, 9.7-inch, starting at $329, and $299 for students.
In India, the new iPad will be available at a starting price of Rs 29,900.
IMAGE: Stan Ng presents the new Apple Watch. Photograph: Stephen Lam/Reuters
The new Apple Watch
It comes with always-on Retina display.
Apple Watch Series 5 can be ordered now, and will be available on September 20 at $399 (GPS), $499 (cellular).
It also comes in titanium and ceramic casing.
It also boasts of a built-in compass and ita 'always-on' retina display never sleeps, so it's easy to see the time and other important information, without raising or tapping the display.
All watch faces have been tuned for the new display.
With an updated maps app it will let users see where they are facing.
It will also come with a new compass app.
"We've seen Apple Watch have a meaningful impact on our customers' lives and we're excited to deliver even more capabilities with Apple Watch Series 5 and watchOS 6," Apple's chief operating officer Jeff Williams said.
"The seamless integration of new hardware and software delivers an enhanced experience that makes it even easier to stay active and connected to the people and information users care about."
The Apple Watch Series 5 (GPS version) starts at Rs 40,900 and Apple Watch Series 5 (GPS plus Cellular models) starts at Rs 49,900.
The third generation Apple Watch, with built-in GPS, optical heart rate sensor and water resistance, starts at a new low price of Rs 20,900 and at Rs 29,900 for the GPS and Cellular version. Apple Watch Series 5 will soon be available with Apple Authorised Resellers.
The Apple Watch Series 5 features a new display that allows the time and important information to remain visible at all times.
"Each watch face has been carefully optimized for the new display and to preserve battery life, the screen intelligently dims when a user's wrist is down and returns to full brightness with a raise or a tap.
"Several advanced technologies work together to deliver this new feature, including the industry's only low-temperature polysilicone and oxide display (LTPO), ultra-low power display driver, efficient power management integrated circuit and new ambient light sensor," the company said.
Apple announces three new health studies
Apple Hearing Study with University of Michigan and WHO; Apple Women's Health Study with NIH and Harvard and Apple Heart and Movement Study with American Heart Association.
IMAGE: CEO Tim Cook presents the Apple TV+ trailer for "See". Photograph: Stephen Lam/Reuters
Apple also announced the 'Apple TV+', the first all-original video subscription service and home for storytellers, will launch on November 1 in over 100 countries and regions.
Apple TV+ will offer a full lineup of original shows, movies and documentaries, including Servant, a thriller from Indian-American filmmaker M Night Shyamalan.
“With Apple TV+, we are presenting all-original stories from the best, brightest and most creative minds, and we know viewers will find their new favorite show or movie on our service,” said Zack Van Amburg, Apple's head of Worldwide Video.
“Each Apple TV+ original offers its own unique story, fresh perspective and powerful message - all meant to entertain, connect and inspire cultural conversations,” he said.
Apple TV+ will be available on the Apple TV app for Rs 99 per month with a seven-day free trial starting November 1 on iPhone, iPad, Apple TV 4K, Apple TV HD, Apple TV (3rd generation), iPod touch and Mac.
Apple app store
The app store will now have an Apple Arcade tab. There will be new games, recommendations, trailers, and game guides every month.
The iPhones will be available for pre-order on September 13, and a week later, September 20, is when the new iPhones hit the stores. Apple will also reopen its iconic Fifth Avenue store in New York.
With additional inputs from PTI