Apple unveils stunning new iPhones

A launch date for Apple TV+ was also given, and some of the US's highest profile streaming companies saw their share prices fall in response.

Closing out Apple's presentation was the reveal of three new iPhone smartphones: the $699-and-up iPhone 11, the $999-and-up iPhone 11 Pro, and the $1,099-and-up iPhone 11 Pro Max.

The iPhone 11 - launched here on Tuesday - will be available in India from September 27 in 64GB, 128GB and 256GB models in purple, green, yellow, black, white and PRODUCT (RED) colours, starting at Rs 64,900.

The phone's camera has a new "ultra-wide" angle lens. At first glance, that's a welcome change for folks looking to hang on to their iPhones, iPads, or Apple Watches for longer than the "conventional" upgrade cycle, but at the same time, having to manually stop your AppleCare+ payments means you can forget to do it when you don't need the service anymore.

The company's new flagship phone - the iPhone Pro - is virtually a clone of last year's iPhone XS, save for an enormous and unsightly camera bump that houses a new, third rear-facing camera.

The Silicon Valley titan also announced a new 10.2-inch iPad with retina display and a beefed-up A10 Fusion chip. It is set to be in stores starting September 30.

In addition to the iPhone 11, Apple announced the iPhone 11 Pro, which is being touted as "the most advanced and detailed iPhone yet", with a three-lens "pro" camera system, more energy efficiency and spatial audio sound. Contrary to speculation, Apple did not mention any new sleep-tracking functionality, instead revealing a new always-on display created to last up to 18 hours, apps like Noise for monitoring ambient noise levels, and Cycle Tracking for logging menstrual cycle data. A new Apple Watch 5 comes with an always-on display and the ability to sign up for several new clinical health research studies. Apple TV+ series and movies will also be available with audio descriptions in eight languages. Apple shipped just 36 million iPhones in Q2 2019.

The line-up of original shows will include "The Morning Show", "Dickinson", "See", "For All Mankind" and "The Elephant Queen". Set to be released on September 19, this updated operating system will compliment the rollout of the iPhone 11's "powerful" new features and photography capabilities.

When it came to features, one of the main draws of the new launch for US buyers - a $5 per month Netflix-like streaming service - will not be available in China. Some industry insiders, however, have questioned Apple's content strategy.

Apple TV+ will arrive about two weeks before a new Disney+ streaming television service, which costs USD2 more per month.

Given that the new iPhones have some incremental upgrades to processor and camera technology, consumers who bought iPhones in the past one-two years may not have the appetite to upgrade immediately.