Apple today announced iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max, available with extra cameras and additional colors.

iPhone 11

The iPhone 11 introduces a dual-camera system, offering high quality video and Night mode for photos. iPhone 11 is powered by the A13 Bionic chip to perform the most demanding tasks, while getting through an entire day on a single charge, and is designed to withstand the elements with improved water resistance.

The iPhone 11 will be available for pre-order beginning Friday, September 13 and in stores beginning Friday, September 20, starting at $699 (US).

With a back design that is precision milled and sculpted from a single piece of glass, Apple says that the iPhone 11 features the toughest glass ever in a smartphone. It is rated IP68 for water resistance up to 2 meters for up to 30 minutes, and is protected against accidental spills from common liquids such as coffee and soda. iPhone 11 comes in six colors including purple, green, yellow, black, white and PRODUCT(RED).

The 6.1-inch all-screen Liquid Retina display features wide color support and True Tone. Users can interact with apps in a quick way with Haptic Touch integrated across iOS 13 to provide app shortcuts for everyday tasks right from the Home screen, including taking a selfie in Camera, checking an appointment in Calendar or previewing email within Mail with just a simple press.

Apple describes the A13 Bionic as the fastest chip ever in a smartphone. The chip provides performance for every task iPhone 11 handles and features up to 20 percent faster CPU and GPU than A12. A13 Bionic is built for machine learning, with a faster Neural Engine for real-time photo and video analysis, and new Machine Learning Accelerators that allow the CPU to deliver more than 1 trillion operations per second.

Apple claims that together, A13 Bionic and iOS 13 make up "the best machine learning platform in a smartphone." Built for efficiency, the A13 Bionic also enables all-day battery life.

iPhone 11 introduces a dual-camera system with new Ultra Wide and Wide cameras that are integrated into iOS 13. iPhone 11 shoots sharp video, with both the Ultra Wide and Wide cameras supporting 4K video with extended dynamic range for more highlight detail and cinematic video stabilization. With a wider field of view and large focal plane, users can shoot detailed action videos with the Ultra Wide camera.

The dual-camera system lets users zoom between each camera while Audio Zoom matches the audio to the video framing for more dynamic sound. With iOS 13, video editing tools are accessible to everyone with the ability to rotate, crop, increase exposure and apply filters to videos instantly all within the new Camera interface.

With iPhone 11, the new Ultra Wide camera is capturing four times more scene, and is optimized for taking landscape or architecture photos, tight shots and more. A new Wide sensor with 100 percent Focus Pixels enables Night mode, delivering sigmfcant improvements to photos captured in indoor and outdoor low-light environments, resulting in brighter images with natural colors and reduced noise. Both cameras work together to enable Portrait mode photos for people, pets, objects and more.

Smart HDR uses machine learning to capture more natural-looking images with highlight and shadow detail on the subject and in the background. Deep Fusion, coming later this fall, is a new image processing system enabled by the Neural Engine of A13 Bionic. Deep Fusion uses advanced machine learning to do pixel-by-pixel processing of photos, optimizing for texture, details and noise in every part of the photo.

Apple’s tight integration between hardware and software delivers a redesigned camera interface, providing an experience that works with the dual-camera system and all-screen display to let users see and capture the area outside of the frame. For the first time, users can record video without switching out of Photo mode with QuickTake by simply holding the shutter button to start recording.

The updated TrueDepth camera introduces a new 12MP camera with a wider field of view to capture more in selfies, and next-generation Smart HDR enables more natural-looking photos. Selfie videos take on a new look on the TrueDepth camera, now recording 4K video at up to 60 fps and 120 fps slo-mo.

Additional Features

• The new Apple-designed U1 chip uses Ultra Wideband technology for spatial awareness. With iOS 13.1 coming on September 30, AirDrop gets even better with directionally aware suggestions.
• Face ID facial authentication gets up to 30 percent faster and easier to use with improved performance at varying distances and support for more angles.
• Spatial audio provides a surround sound experience and Dolby Atmos delivers moving audio to iPhone 11.
• Gigabit-class LTE, Wi-Fi 6 and Dual SIM with eSIM.
• iOS 13 introduces a dramatic new look with Dark Mode, a more private way to sign in to apps and websites with Sign In with Apple, and an all-new Maps experience.
• With advanced Camera and Photos features, photo editing is more comprehensive with new tools that now extend to video editing. Portrait Lighting adjustments can be made right in the Camera app to adjust the intensity of light on a subject, and a new High-Key Mono effect creates a monochromatic look for Portrait mode photos.

iPhone 11 will be available in 64GB, 128GB and 256GB models in purple, green, yellow, black, white and PRODUCT(RED) starting at $699 (US). Consumers can also get iPhone 11 for $16.62 a month or $399 with trade-in from apple.com, in the Apple Store app and Apple Stores. iPhone 11 is also available through Apple Authorized Resellers and select carriers (prices may vary).

Consumers in the US, Puerto Rico, the US Virgin Islands and more than 30 other countries and regions will be able to pre-order iPhone 11 beginning at 5 a.m. PDT on Friday, September 13 with availability beginning Friday, September 20.

iPhone 11 Pro and iPhone 11 Pro Max

The iPhone 11 Pro and iPhone 11 Pro Max come in four finishes including a new midnight green, and will be available for pre-order beginning Friday, September 13 and in stores beginning Friday, September 20.

“iPhone 11 Pro and iPhone 11 Pro Max are the most powerful and advanced smartphones we have ever made. They are packed with sophisticated technology that pros can count on to get their work done, and for anyone who wants the very best device made, even if they are not a pro,” said Phil Schiller, Apple’s senior vice president of Worldwide Marketing. “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. 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.”

iPhone 11 Pro and iPhone 11 Pro Max have a textured matte glass back and polished stainless steel band. The devices are also designed to be durable — Apple says thatr both the iPhone 11 Pro and iPhone 11 Pro Max feature the toughest glass ever in a smartphone and are rated IP68 for water resistance up to 4 meters for up to 30 minutes, and are protected against everyday spills including coffee and soda.

The new Super Retina XDR display, a custom-designed OLED, provides users an HDR viewing experience for movies and other high-definition video with up to 1,200 nits brightness. Super Retina XDR features wide color support with system-wide color management and True Tone. The display features a 2 million-to-one contrast ratio with true blacks, while it remains more power efficient. Users can interact with their favorite apps in a quick way with Haptic Touch integrated across iOS 13 to provide app shortcuts for everyday tasks right from the Home screen.

As in the case of the iPhone 11, both the iPhone 11 Pro and iPhone 11 Pro Max devices are powered by the A13 Bionic.

iPhone 11 Pro introduces a triple-camera system with all-new Ultra Wide, Wide and Telephoto cameras, integrated into iOS.

Each camera in the triple-camera system records 4K video with extended dynamic range and cinematic video stabilization. With a wider field of view and large focal plane, the Ultra Wide camera is great for shooting action videos. Users can zoom between each of the three cameras, while Audio Zoom matches the audio to the video framing for more dynamic sound. With iOS 13, video editing tools are accessible to everyone with the ability to rotate, crop, increase exposure and apply filters to videos instantly.

The new Ultra Wide camera is capturing four times more scene. The Wide sensor with 100 percent Focus Pixels and advanced software enables Night mode, and delivers improvements to photos shot in indoor and outdoor low-light environments.

The triple-camera system takes Portrait mode to a new level with the ability to choose Wide and Telephoto framing, enabling Portrait mode with a wider field of view, great for taking portraits of multiple people. The Telephoto camera features a larger ƒ/2.0 aperture to capture 40 percent more light compared to iPhone Xs for better photos and videos.

Next-generation Smart HDR uses advanced machine learning to recognize subjects in the frame and intelligently relight them for more natural-looking images. A new True Tone flash is over 30 percent brighter. Deep Fusion, coming later this fall, is a new image processing system enabled by the Neural Engine of A13 Bionic. Deep Fusion uses machine learning to do pixel-by-pixel processing of photos, optimizing for texture, details and noise in every part of the photo.

A redesigned camera interface works together with the triple-camera system and all-screen display to let users see and capture the area outside of the frame. For the first time, users can record video without switching out of Photo mode with QuickTake by simply holding the shutter button to start recording.

The new TrueDepth camera introduces a new 12MP camera with a wider field of view to capture selfies, and next-generation Smart HDR enables more natural-looking photos. The front-facing TrueDepth camera now records 4K video at up to 60 fps and 120 fps slo-mo.

Additional Features

• The new Apple-designed U1 chip uses Ultra Wideband technology for spatial awareness. With iOS 13.1 coming on September 30, AirDrop gets even better with directionally aware suggestions.
• Face ID.
• Spatial audio and Dolby Atmos.
• Gigabit-class LTE up to 1.6Gbps and Wi-Fi 6
• Dual SIM with eSIM.

Pricing and Availability

iPhone 11 Pro and iPhone 11 Pro Max will be available in 64GB, 256GB and 512GB models in midnight green, space gray, silver and gold starting at $999 and $1,099, respectively. Consumers 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 from apple.com, in the Apple Store app and Apple Stores. iPhone 11 Pro and iPhone 11 Pro Max are also available through Apple Authorized Resellers and select carriers (prices may vary).

Consumers in the US, Puerto Rico, the US Virgin Islands and more than 30 other countries and regions will be able to pre-order iPhone 11 Pro and iPhone 11 Pro Max beginning at 5 a.m. PDT on Friday, September 13 with availability beginning Friday, September 20.

Apple’s biggest surprise at its keynote address on Tuesday was not the hew iPhones, but an aggressive pricing strategy that’s a departure for the premium electronics maker.

The iPhone 11 starts at $699, down from the iPhone XR’s $749 price last year. The XR stays in the lineup for $599, a $150 decrease for a phone that’s only a year old. That’s one of the biggest year-over-year reductions in iPhone history.

The iPhone 8 from 2017 now costs $449, also down $150, while the Apple Watch Series 3 from the same year saw its price drop to $199 from $279. That should help Apple better compete with Fitbit.

Apple has struggled to maintain once-frenzied demand for the iPhone. Most Western and Chinese consumers already own a smartphone and are reluctant to upgrade due to a lack of breakthrough features and cheaper alternatives.

Lowering prices may encourage more people to upgrade iPhones sooner, while luring new users for a growing digital subscriptions business.

The Apple Arcade gaming service is $4.99 a month, roughly half the cost of Apple Music and Apple News+.

The $4.99 monthly cost of Apple’s upcoming TV+ video streaming service undercuts Netflix Inc., Amazon.com Inc.’s Prime Video, and the Disney+ offering. And when people buy an iPhone and iPad, a Mac or an Apple TV, they get a free year of TV+, Chief Executive Officer Tim Cook said.