In arguably its biggest event of the year, Apple officially unveiled its new lineup of iPhones at an event at company headquarters in Cupertino, California today.
CEO Tim Cook called the new iPhone 11 and iPhone 11 Pro “the most powerful and most advanced iPhones we have ever built, with a stunning design.”
The company also made other announcements, including an updated iPad, Apple Arcade and Apple TV+ pricing and launch dates, and the Apple Watch Series 5.
Featuring a 10.2-Inch Retina Display, Apple Pencil and Smart Keyboard Support, and iPadOS for Powerful Multitasking and Creative Capabilities, the 7th-generation iPad was also revealed today.
Starting at just $429 (CAD), the upgraded iPad features a stunning 10.2-inch Retina display and the latest innovations including Apple Pencil2 support, the fast A10 Fusion chip, advanced cameras and sensors, unmatched portability and connectivity, ease of use and great all-day battery life.3
The new iPad is available to order starting today and in stores starting Monday, September 30.
During the announcement, Apple also unveiled Apple Arcade – the world’s first game subscription for mobile/desktop/PC.
With a subscription to Apple Arcade, users get unlimited access to the entire catalog of over 100 new, exclusive games, all playable across iPhone, iPad, iPod touch, Mac and Apple TV.
Apple Arcade is launching with a one-month free trial, and users will not find the games on any other mobile platform or subscription service. Games can all be played offline, and a single subscription includes access for up to six family members with Family Sharing.
Apple said the catalog will exceed 100 games in the coming weeks as new titles are introduced, with more games to come every month.
Apple Arcade will be available starting September 19 for $5.99 (CAD) per month.
CEO Tim Cook also announced that Apple TV+ is coming to 100 countries around the world for $5.99 CAD per month (US$4.99) starting November 1.
Apple Watch Series 5
Before the unveiling of the new phones, a host of other new and updated products unveiled as well, including the updated Apple Watch Series 5, complete with a host of features.
Always-On Retina Display
The Series 5 features a new display that allows the time and important information to remain visible at all times. Each watch face has been optimized for the new display and to preserve battery life, the screen intelligently dims when a user’s wrist is down and returns to full brightness with a raise or a tap.
Several advanced technologies work together to deliver this new feature, including the industry’s only low-temperature polysilicone and oxide display (LTPO), ultra-low power display driver, efficient power management integrated circuit and new ambient light sensor.
This combination of hardware innovation and incredible software design allows Apple Watch Series 5 to offer all-day 18-hour battery life.2
Updated location features on Apple Watch Series 5 provide customers with greater navigation tools to use throughout the day.
The new built-in compass and updated Maps app allow users to see which way they are facing. With Apple Watch Series 5, customers can use the new Compass app to see heading, incline, latitude, longitude and current elevation.
Users can even add one of three new Compass complications to their watch face to see direction at a glance.
International Emergency Calling
For added personal safety while traveling, users with cellular models of Apple Watch Series 5 can now complete international calls to emergency services, regardless of where the device was originally purchased or if the cellular plan has been activated.
International emergency calling also works with fall detection, if enabled, to automatically place an emergency call if Apple Watch senses the user has taken a hard fall and remains motionless for about a minute.
Apple Watch Series 5 (GPS) starts at $529 (CAD) and Apple Watch Series 5 (GPS + Cellular) starts at $659, with both available starting September on 20.
The iPhone 11 features a dual-camera system with all-new Ultra Wide and Wide cameras that are deeply integrated into iOS 13. Both the Ultra Wide and Wide cameras support 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.
A new Wide sensor with 100 percent Focus Pixels enables Night mode, delivering huge improvements to photos captured in indoor and outdoor low-light environments, resulting in brighter images with natural colours and reduced noise. Both cameras work together to enable Portrait mode photos for people, pets, objects and more.
Next-generation Smart HDR uses advanced machine learning to capture more natural-looking images with beautiful 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.
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. Expressive selfie videos take on a whole new look on the TrueDepth camera, now recording 4K video at up to 60 fps and 120 fps slo-mo.
Featuring a dramatic new look with “Dark Mode,” iOS 13 on iPhone 11 delivers a seamless experience with software and hardware integration unlike any other smartphone.
iPhone 11 Pro
Not to be outdone, Cook also announced the three-camera iPhone 11 Pro.
The iPhone 11 Pro comes in four colours: space grey, silver, gold, and a new midnight green.
The back of the phone is a single piece of machine glass with a new PVD coating and new matte textured finish. Its screen is equipped with a Super Retina SDR display, the highest pixel density of any display Apple makes. The company says the Super Retina display is the most advanced its ever built into an iPhone.
The iPhone 11 Pro will come in two sizes: 5.8-inch Pro and 6.5-inch Pro Max.
It is rated IP68 for water resistance up to 2 metres for up to 30 minutes, and is protected against accidental spills from common liquids
With a Pro phone comes better batteries. iPhone 11 Pro is said to get four hours longer battery than the iPhone XS, and the iPhone 11 Pro Max gets five hours longer than the iPhone XS.
The three cameras on the iPhone 11 Pro are made up of:
- 12 MP Wide Camera
- 12 MP Telephoto Camera
- 12MP Ultra Wide Camera
When it comes to video, the iPhone 11 Pro features 12MP ultra-wide camera, 12MP wide camera, “QuickTake” video, night mode, portrait lighting with light control, and brighter “TrueTone” flash.
The phone also features the A13 Bionic – the fastest chip ever in a smartphone, meant to provide “unparalleled” performance for every task iPhone 11 handles, and features up to 20 percent faster CPU and GPU than A12.
The new Apple-designed U1 chip uses Ultra Wideband technology, the first ever in a smartphone, for spatial awareness. With iOS 13.1 coming on September 30, AirDrop gets even better with directionally aware suggestions.
Spatial audio provides an immersive surround sound experience and Dolby Atmos delivers powerful, moving audio to iPhone 11. Gigabit-class LTE and Wi-Fi 6 allow for even faster download speeds4 and Dual SIM with eSIM.5
The iPhone 11 starts at $979 (CAD), the 11 Pro starts at 1,379 (CAD). Pre-orders begin Friday, September 13 at 5 am PDT, with shipping to begin on September 20.
“iPhone 11 is the next generation of iPhone, packed with great new capabilities in an incredible design, including new Ultra Wide and Wide cameras for gorgeous videos and photos, the power and ease of use of iOS 13, and A13 Bionic — the fastest chip ever in a smartphone that quickly handles the tasks that matter most to people every day,” said Phil Schiller, Apple’s senior vice president of Worldwide Marketing. “
Pricing and Availability
- iPhone 11 will be available in 64GB, 128GB and 256GB models in purple, green, yellow, black, white and PRODUCT(RED) starting at $979 (CAD). Customers can also get iPhone 11 for $589 (CAD) with trade-in7 in the Apple Store.
- Canadian and US customers, as well as customers in over 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.
- iOS 13 will be available on September 19 as a free software update for iPhone 6s and later.
- Apple TV+ will be available on the Apple TV app on iPhone, iPad, Apple TV, iPod touch, Mac and other platforms, including online (tv.apple.com), for $5.99 (CAD) per month with a seven-day free trial. Starting today, customers who purchase any iPhone can enjoy one year of Apple TV+ for free.10
- Apple Arcade on the App Store and Apple TV+ on the Apple TV app join Apple’s breakthrough services that include Apple Music, Apple News+, Apple Pay and iCloud.
- Every customer who buys iPhone 11 from Apple will be offered free Personal Setup in-store or online to help them customize their iPhone by helping transfer their data, wiping data from an old device, setting up email, highlighting new apps from the App Store and more.