Cook used the iPhone event today to premiere the See trailer (check it out below), which he hopes will be the latest success story for the service. The iPhone 11 will be available in six new colors, including purple, white, yellow, green, and red, and features a 6.1-inch liquid retina display.
In news that will surprise no one, all three new iPhone handsets use Apple's A13 Bionic chipset.
Apple Arcade also is set to feature game titles from partners including Bossa Studios, WarnerMedia's Cartoon Network, Finji, Giant Squid, Klei Entertainment, Lego, Mistwalker, Sega, Snowman and ustwo games.
The camera module follows the same colour as the phone which is less jarring than the black surrounding each lens on previous models. In a move meant to undercut its competitors and establish a foothold in the streaming TV market, the tech titan is charging only US$4.99 a month for Apple TV+. There's also a new 12-megapixel front-facing camera that will be able to capture wide-frame video in 4k, as well as slow-mo video.
Apple, however, spent a large chunk of its presentation touting its new Apple Arcade platform - a Netflix-like subscription service that will allow users to play a curated collection of high-end iOS games. The iPhone 11 Pro and iPhone 11 Pro Max will offer improved camera features with an additional ultra-wide angle sensor. For the first time, Apple will be livestreaming an iPhone launch event on YouTube.
Hopefully you've been saving, because the iPhone 11 Pro starts at $999 / £1,049 / AU$1,749 for a 64GB model, rising to $1,149 / £1,199 / AU$1,999 for 256GB and $1,349 / £1,399 / AU$2,349 for 512GB.
Apple CEO Tim Cook kicked off the event with "some truly big announcements".
And it announced the Apple Watch Series 5, an updated version of its smartwatch with an always-on display.
However, it's unclear if these will be announced tomorrow as iPad announcements have historically been announced in October.
All you need to do is PRESS THE BELL ICON next to the Subscribe button! The design of the three new phones in the coming generation of the handset will certainly look familiar, while the most substantial upgrades include a new rear camera array. Did Apple hit you with the exact updates you were expecting?