- The iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max will be available for preorder this Friday and will be in stores the following week.
- The new 10.2-inch iPad starts at $329 and is available to order today on Apple's website. The device will make its way to stores on Sept. 30.
- Tim Cook and the company also revealed details and pricing on the new Apple Watch Series 5, as well as new services like Apple TV+ and Apple Arcade.
Apple CEO Tim Cook and several major players within the company took to the stage at Apple's headquarters earlier today to unveil a new line of gadgets that will not only move the tech giant's portfolio forward, but also serve as the next batch of tools for all kinds of businesses around the world.
Chief among the day's announcements was the official reveal of the iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max. Speculation on the new line of smartphones has been rampant for months now after an underperforming iPhone X made headlines earlier this year. Despite what naysayers have said about the market performance of Apple's flagship smartphones, Cook said the iPhone X series had a "99% customer satisfaction rate," making it one of the most beloved devices on the market.
"Customers love the iPhone because we focus on the technology that matters in their lives," Cook said.
As officials at today's press conference outlined the new iPhone 11, one refrain kept coming back: more power, more speed, more efficiency. Describing the new device as "packed with great new capabilities in an incredible design," Phil Schiller, Apple's senior vice president of worldwide marketing, said the iPhone 11 is the company's next big leap in the smartphone industry.
"With the tight integration between hardware, software and services, the advancements in iPhone 11 bring an unparalleled user experience at an affordable price to even more customers," he said. "We think people will love it."
iPhone 11 features
One of the major concerns that have cropped up in recent years regarding the iPhone is the apparent lack of innovation coming out of Cupertino. While the overarching design of the new iPhone still has that same sleek, glassy look and feel with an anodized aluminum case that Apple fans have come to expect, the company pointed to what's under the shell as the main drivers of excitement for this update.
The phone will feature a 6.1-inch "all-screen Liquid Retina display," with the entire back of the phone encased in a single piece of glass that's been "precision milled and sculpted" to the body. Apple representatives said the new phone will be rated IP68 for water resistance up to 2 meters for up to 30 minutes and is safe from coffee and soda spills.
Perhaps the most exciting upgrade in the iPhone 11 line is its new processor – the A13 Bionic. Described as the "fastest CPU and GPU ever in a smartphone," the A13 is 20% faster than the A12 of the iPhone X line. The processor also features a faster Neural Engine, enabling quicker machine learning that allows it to make more than 1 trillion operations per second while maintaining an 18-hour battery life.
The iPhone 11 will also feature a dual-camera system, complete with a 12-megapixel wide camera and a 12-megapixel ultrawide camera with a field of view up to 120 degrees and two-times optical zoom. Thanks to the powerful processor, these two cameras can transition from one lens to the other without readjustment. Apple officials said the phone will also feature a more powerful dark mode and can shoot videos in up to 4K resolution at 60 frames per second. The front-facing camera is also 12 megapixels and features a slow-motion mode that Apple calls a "slofie."
While Apple describes the iPhone 11 as a good device for the everyday user, Schiller positioned the iPhone 11 Pro and iPhone Pro Max as perfect choices for customers looking for more powerful features and abilities in their devices "to get work done."
"iPhone 11 Pro and iPhone 11 Pro Max are the most powerful and advanced smartphones we have ever made," he said. "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."
Along with the new, powerful processor and sleek design in four finishes, the Pro and Pro Max feature a sharper Super Retina XDR display and a triple-camera system that lets users shoot photos and videos in wide, ultrawide and telephoto modes.
The iPhone 11 will come in six colors and starts at $699, while the iPhone 11 Pro and iPhone Pro Max start at $999 and $1,099 respectively. All three phones will be available for preorder on Apple's website this Friday and for purchase in stores on Sept. 20.
Apple's other announcements
While the iPhone 11 series stole the show this morning, Apple made a number of major announcements for some of its other long-running product lines.
The ubiquitous iPad is entering its seventh generation, available on the Apple website today and in stores on Sept. 30. Prices start at $329 for the Wi-Fi model and $459 for the Wi-Fi and cellular model.
This new version will come with a 10.2-inch Retina display sporting 3.5 million pixels. Powered by an A10 fusion chip, the new iPad is two times faster than the "top-selling PC," according to Apple. The iPad also fully supports the Apple Pencil and a full-size Smart Keyboard that folds into a screen cover when not in use.
"This new iPad with iPadOS takes everything people love about our most popular iPad and makes it even better for creating, learning, working and playing," said Greg Joswiak, Apple's vice president of product marketing.
Through iPadOS, Joswiak said, the new iPad can seamlessly mutlitask and utilize a "desktop-class" version of Safari.
Apple also announced the new line of smartwatches, Apple Watch Series 5, available to order on its website today and in stores on Sept. 20. The watches start at $399 with GPS and $499 for GPS and cellular.
The company also announced that its on-demand mobile gaming service, Apple Arcade, will launch with more than 100 games and will be available starting Sept. 19. Family subscriptions will be $4.99 per month. Apple TV+ launches on Nov. 1 and will be available in more than 100 countries. Like Apple Arcade, this service costs $4.99 per month for a family subscription. A free one-year subscription will be included with all new Apple TVs, iPhones, iPads and MacBooks.