Apple revealed that its new iPhone 11 will come with two back cameras, including an ultra wide-angle lens and the next generation of microchips, the A13, but few big apparent changes. Prices start at $699.
The Apple 11 Pro will have three cameras on the back.
Apple is in a "holding pattern" until it rolls out 5G phones with faster mobile data speeds next year, analysts said. Instead, services like the television content featuring the likes of Oprah Winfrey that will compete with Netflix Inc and Walt Disney Co could take center stage.
While the iPhone still makes up more than half of Apple's sales, Tuesday's event may nudge it off center stage after a decade in the limelight.
Apple long boasted about its competitive advantage over rivals such as Samsung Electronics Co Ltd, which makes handsets, or Alphabet Inc's Google, which provides the Android operating system for most of the world's phones. Apple touted controlling both the hardware and software, resulting in polished products that commanded premium prices and captured most of the smart phone industry's profits.
At the fall event in the Steve Jobs Theater in Cupertino, California - typically Apple's splashiest and dedicated to its flagship devices - Apple is cementing a third element to its focus: hardware, software and services.
The new strategy comes as iPhone sales have declined year-over-year for the past two fiscal quarters and investors are fixed on the growth potential for services.
Factbox- IPHONE 11
** Features a 6.1-inch display; available in six colors
** Has a dual camera on the back, 12-megapixel wide, 12-megapixel ultrawide
** Front camera is also 12 megapixel
** Will have a new night mode
** To feature latest A13 bionic chip
** IPhone 11 prices start at $699
** Storage options of 64GB, 128GB and 256GB
IPHONE 11 PRO AND PRO MAX
** Features three cameras - wide, telephoto and ultrawide
** Available in four colors - midnight green, gold, silver and space gray; storage options of 64GB, 256GB and 512GB
** Features Super Retina XDR display, OLED panel with 2,000,000:1 contrast ratio
** Pro will have a 5.8-inch screen size, while Pro Max will have a 6.5-inch screen
** Both phones are rated IP68 for water resistance up to 4 meters and for up to 30 minutes
** Pro price starts at $999; Pro Max will start from $1,099
** Customers can also get iPhone 11 Pro for $24.95 a month or $599 with trade-in and iPhone 11 Pro Max for $29.12 a month or $699 with trade-in
** Pre-order starts from Friday