Apple kicked off its traditional annual fall product launch on Tuesday at Apple Park in Cupertino, California.
During the keynote event, Apple unveiled new iPhones, Apple Watch and an iPad, as well as new details about Apple TV+ and Apple Arcade.
"We always believe that if you give people wonderful tools, they will be able to do wonderful things," Apple CEO Tim Cook said in his opening address.
Tim Cook then invited Apple executive Ann Tai to introduce the Apple Arcade, a gaming subscription service. The new service, which will cost $4.99 per month, will include more than 100 game titles made for Apple devices and will be available in some 150 countries. The customers can get the taste of it starting September 19.
New Apple TV+ service will launch November 1 in more than 100 countries at $4.99 per month and will include a "powerful and inspiring lineup of original shows, movies and documentaries."
'Wonderful Tools' on stage
Apple's vice president of product marketing Greg Joswiak then appeared on stage to introduce the 7th generation iPad. The new 10.2-inch 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 Windows 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 and will start shipping on Sept. 30. The device starts at $329 and education customers can buy the new iPad for $299.
The company then introduces new apple watch. “Innovation is at the core of Apple Watch,” says Cook. “It is the most advanced and most loved smartwatch.”
Apple Vice President Stan Ng gave further info on new wearable device. The new Watch Series 5 features a new always-on display that can drop to as low as 1Hz refresh to save power, as well as a compass and optimized faces. And it has fancy new bands and faces. GPS models will start at $399 and $499 for cell models.
Apple executive Kaiann Drance then took to stage to debut the expected mainstream iPhone 11. At $699, the new iPhone 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.
Closing out Apple’s presentation was the triple camera iPhone 11 Pro and iPhone 11 Pro Max. Tim Cook invited Apple marketing chief Phil Schiller to showcase them. New phones 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 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 60 frames per second.
iPhone 11 Pro starts at $999, and the larger 11 Pro Max starts at $1,099. Preorders begin Friday and ship on Sept. 20.