Apple kicked off its annual fall product launch on Tuesday where it unveiled new iPhones, Apple Watches and an iPad, as well as new details about Apple TV+ and Apple Arcade.
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 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 Time 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 with 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 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's streaming video 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 one 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.
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. It also includes new features like a compass and international emergency calling.
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 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 device is compatible with Apple's smart keyboard, as well as the first-generation Apple Pencil.
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.
Apple is reopening its flagship Fifth Avenue store in New York on Sept. 20, the same date that its new iPhones will launch.
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.