Apple's New Product Line iPhone 11, 11 Pro and 11 Pro Max

2019-09-12

Apple on September 2019 on its annual product showcase revealed the new iPhone lineup of 11 series. From a general perspective maybe, this is one of their most important showcases yet where they unveiled its latest line of iPhones, launched new Apple Watch 5, iPad and previewed its hotly anticipated video-streaming platform, Apple TV. The reason behind is that they have has seen a slowdown in iPhone sales over the past year, with three straight quarters of declines. It shipped 36 million iPhones in the most recent quarter a 13% drop from the last year which is a big change in their sales revenue.

So, they are going with fewer phones, more services.


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Just over a third of iPhones are sold in the U.S., followed by China (16%), Japan (10%) and the U.K. (5%), this analysis comes from an independent analysis team Canalys. While the iPhone is still Apple's biggest revenue source, its falling sales are putting pressure on Apple to expand its services, including Apple Music, iCloud and Apple TV. Indeed, with the new iPhones amounting to only a modest advance over existing devices, much of the interest this year centered on Apple's foray into online video.

iPhone 11

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The newest iPhone will feature a 6.1-inch liquid retina display and the toughest glass ever in a smartphone according to Apple. It will come in six colors: purple, white, yellow, green, black and red. New features include:

·            Anodized aluminum body

·         Spatial audio, providing an immersive theater experience that supports Dolby Atmos

·         A13 bionic processor -- the "fastest CPU in a smartphone," according to Apple

·         New battery that lasts an hour longer than the iPhone XR

·         Water-resistant up to 2 meters of depth for up to 30 minutes


Apple’s senior director of product management and marketing Kaiann Drance spent a lot of time describing the phone's new camera features. Which include:

·         A dual-camera system, one of which is a wide-angle camera for "ultra-wide" shots

·         A new night mode, allowing the user to take well-lit photos in very low light

·         Cinematic video stabilization for taking videos

·         A 2X optical zoom

·         Both the front and rear cameras will be capable of shooting 4K video, with the front camera taking 12MP photos.

The base model will start at $699. That's lower than the iPhone XR's price when it debuted last year, with significantly more robust features.

 iPhone 11 Pro and iPhone 11 Pro Max 

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The company introduced a second, larger phone called the iPhone 11 Pro the first time it used the "pro" name for an iPhone.

The phone comes in two sizes: a 5.9-inch iPhone 11 Pro and a 6.5-inch iPhone Pro Max. There are four color choices: midnight green, space gray, silver and gold. The body is made from matte finish steel.

The pro comes with three camera lenses -- wide-angle, ultra-wide-angle and telephoto. That means the pro can zoom in twice as close as the iPhone 11, as well as zoom out.

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Apple's senior vice president of worldwide marketing Phil Schiller talks about the new iPhone 11 Pro during a special event on Tue., Sept. 10, 2019.GETTY

The cameras will also use new software that will optimize low-light photos. Essentially, if someone's taking a photo in low light, the software will take quick images before and after the shutter is pressed, and then "optimize" them into a single photo. This feature will become available with a software update Apple plans to push out in October.

The phone also has a revamped screen with a new OLED panel, which Apple is calling the "Super Retina XDR Display." Effectively, the phone screen will offer the same experience Apple is building into the display for its Mac Pro laptop.

Along with new phone features, Apple promises more battery life. The iPhone Pro and Pro Max will last, respectively, up to four and five hours longer than the iPhone XS. The phone also comes with an 18-watt adapter for fast charging. The iPhone 11 Pro starts at $999 and the Pro Max at $1,099. All iPhones are available to order on Friday and will ship one week later. 

The company also announced the Apple Watch Series 5, an updated version of its smartwatch with an always-on display. With this feature, the watch face is always visible, rather than requiring the user to raise his or her wrist. The Series 5 watch starts at $399, or $499 with cellular.

As with the iPhone 11, Apple appeared to bow to more price-conscious consumers by announcing that the Series 3 Apple Watch, an earlier version, will now retail for just $199.

In what could be a sign of Apple's shifting focus, the company kicked off its event by focusing on subscription services, a product area it is increasingly betting on to grow revenue and offset sales declines in its core iPhone business.

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