Apple unveiled its iPhone 11 models and a price cut for the most basic models as it bids to weather the slump in the global smartphone market.
Price appeared to be a key consideration as the tech giant reduced the entry level price for the iPhone 11 to $699 and undercut rivals for its gaming and streaming television subscriptions.
Apple unveiled three versions of the iPhone 11 including “Pro” models with triple camera and other advanced features starting at $999 and $1,099, unchanged from last year’s prices, touting upgraded features including ultra-wide camera lenses.
The surprise from Apple was the reduction in the starting price at $699, down from $749 for the iPhone XR a year ago even as many premium devices are being priced around $1,000.
The new iPhones are “jam-packed with new capabilities and an incredible new design,” Apple chief executive Tim Cook told a launch event in Cupertino, California as the company set plans to sell the new handsets on September 20.
Apple’s announcements appeared to be aimed at emphasizing value as the company looks to shift its business model to reduce its dependence on smartphones and tie in digital content and other services to its devices.
The company also said that the customers who purchase an iPhone and other devices will get the first year of the service for free.
Apple also unveiled updates to its iPad tablet and Apple Watch smartwatch, also emphasizing stable or lower prices with cuts to older versions.
“We think the lower iPhone 11 price point and trade-in program will help promote upgrades, specifically in China,” Apple team said at the event.
The iPhone 11, iPhone 11 Pro and Pro Max will be available to pre-order from 13 September, with shipping set to begin on 20 September.