Apple unveiled its iPhone 11 models Tuesday with a price cut for the most basic models while also laying out plans for streaming and gaming services as it bids to weather the slump in the global smartphone market.
At an Apple media event at Cupertino, California, price appeared to be a key consideration as the tech giant reduced the entry level price for the iPhone 11 to $699 and undercut rivals for its gaming and streaming television subscriptions.
Apple unveiled three versions of the iPhone 11 including “Pro” models with triple camera and other advanced features starting at $999 and $1,099, unchanged from last year’s prices, touting upgraded features including ultrawide camera lenses.
The new iPhones are “jam-packed with new capabilities and an incredible new design,” Apple chief executive Tim Cook told a launch event in Cupertino, California as the company set plans to sell the new handsets on September 20.
Apple CEO Tim Cook speaks on stage during a product launch event at Apple’s headquarters in Cupertino, California
Apple’s announcements appeared to be aimed at emphasizing value as the company looks to shift its business model to reduce its dependence on smartphones and tie in digital content and other services to its devices.
“We got a stream of nonstop product launches, with content being used as a sweetener,” said Avi Greengart, analyst and consultant with Techsponential.
Apple set launch dates for its original video offering, Apple TV+, and its game subscription service as part of efforts to reduce its dependence on the iPhone.
Apple is featuring scripted dramas, comedies and movies as well as children’s programs in the service, which will compete against streaming giants like Netflix and Amazon.
“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 video.
The company’s online gaming subscription service, Apple Arcade, will launch next week, offering exclusive titles for mobile and desktop users.
“You can’t find these games on any other mobile platform or subscription service. No game service ever launched as many games, and we can’t wait for you to play all of that,” product manager Ann Thai told the Apple media event.
Apple also unveiled updates to its iPad tablet and Apple Watch smartwatch, also emphasizing stable or lower prices with cuts to older versions.