Apple has unveiled its latest series of its flagship iPhone, calling it “the most powerful and advanced smartphones on the planet” as it revealed a focus on its new subscription services.
The tech company revealed the new models at its product launch in the US, with new models that remained largely unchanged from previous editions as it aimed to counter a drop in sales.
It’s new phone models resemble last year’s iPhone XR, XS and XS Max and have the same design, with more display space, less bezel while continuing with the removal of the home button.
“The Super Retina XDR is the brightest and most advanced display in iPhone and the A13 Bionic chip sets a new bar for smartphone performance and power efficiency,” Apple’s head of marketing Phil Schiller said on stage.
The newest feature is the phone’s camera with an extra camera lens added to each model and the two more expensive models already having a telephoto lens for better zoom.
“iPhone 11 Pro has the first triple-camera system in iPhone and is far and away the best camera we’ve ever made, it provides our customers with great range of creative control and advanced photo and video editing features in iOS 13,” Schiller said.
However, the phone does not boast much change with analysts suggesting that people who bought recent models in the previous few years hold off on upgrading.
Among the deficiencies is the lack of 5G support, with those models not ready until 2020 compared to some other devices available this year.
Shipments of the iPhone have fallen 25 per cent this year so far according to research firm IDC.
It could result in Apple focusing on music, video, games and its App Store to generate revenue, as revenue from services rose 14 per cent.
The phone could be upstaged by Apple’s TV Plus which was introduced during the presentation.
Apple has been spending billions of dollars for original programs similar to Netflix, Amazon and Hulu, with the service to launch in 100 countries featuring nine original shows and films.
It also unveiled a new video game subscription service from September 19 called Apple Arcade, allowing subscribers to play more than 100 games.
The price of the iPhone 11 will drop to US$700 (A$1,020), while the iPhone 11 Pro starts at US$999 (A$1,749) for a 64GB model, US$1,149 (A$1,999 for a 256GB and US$1,349 (A$2,349) for a 512GB model.