Inside Apple's big September event: Live updates

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2:55 p.m. ET, September 10, 2019

At $4.99 a month, Apple TV+ undercuts streaming competitors

Apple TV+ will be the cheapest television streaming service on the market yet.

Investors and analysts were shocked when Disney announced in April that Disney+ would cost just $6.99 per month. But Apple said Tuesday that its service, which will stream original content with the likes of Oprah and Jennifer Anniston, will cost $4.99 per month when it launches November 1.

Here's how it stacks up in the increasingly competitive TV streaming field:

Apple TV+: $4.99/month

Disney+: $6.99/month

Amazon Prime Video: $8.99/month

Starz: $8.99/month

CBS (No Ads): $9.99/month

Showtime: $10.99/month

Hulu (No Ads): $11.99/month

Netflix (Standard Plan): $12.99/month

HBO Now: $14.99/month. (HBO Max price not officially announced yet. Note: HBO and CNN are divisions of WarnerMedia.)

Total: $90.91/month

2:41 p.m. ET, September 10, 2019

Don't forget the case

You don't want to scratch your new iPhone 11! So Apple (AAPL) is launching a new line of iPhone cases that come in a wide range of colors.

2:54 p.m. ET, September 10, 2019

Apple doesn't wow (or disappoint) Wall Street

iMeh? Apple didn't launch anything all that exciting Tuesday that wasn't expected. But that may not be a bad thing.

Shares of Apple (AAPL) were relatively flat before the unveiling of the iPhone 11 and other new products. The stock was still mostly unchanged as the event wore on.

But the reason Apple is up more than 35% this year has more to do with the company's shift toward subscription services than new phones, iPads and Apple Watches. And Apple did deliver some compelling new services Tuesday at consumer-friendly prices.

Apple said its Arcade gaming subscription service, which launches on September 17, and its Apple TV+ lineup of original programs that will debut on November 1, will each cost just $4.99 a month.

And while Apple's stock may not have done much Tuesday, investors in streaming rivals took notice of that low $4.99 price tag. Shares of streaming leader Netflix (NFLX) fell nearly 4% while shares of Disney (DIS), which will launch its $6.99 a month Disney+ service on November 12, were down more than 2.5%.

3:13 p.m. ET, September 10, 2019

Apple claims that its latest iPhones are more powerful than any other smartphone

Every year when Apple unveils its latest line of iPhones it also announces a new bionic chip, and this year it's called the A13.

Apple (AAPL) claims that iPhones powered by the A13 bionic chip are more powerful than the phones from Samsung, Google (GOOGL) and Huawei.

To prove this point, the company showed two bar charts -- but they didn't have an X or Y axis. It said that the iPhone XR has already surpassed the Samsung Galaxy S10+, Huawei P30 Pro and Google Pixel 3 in computing power. It added that in terms of graphics, the new iPhone 11 also beat all three competitors.

Is the new iPhone truly going to be faster and more powerful than other flagship smartphones? Without more data, it's hard to take Apple's claims at face value.

3:00 p.m. ET, September 10, 2019

Apple adds "Pro" to its bizarre iPhone naming convention

What do "3G," S," "C," "Plus," "S Plus," "SE," "X," "R," "S Max," and "Pro" have in common?

They're all suffixes Apple has added to identify its iPhones.

For 10 years, Apple (AAPL) had a two-year upgrade cycle: In the first year, Apple completely redesigned the iPhone. In the second year, the iPhone got some internal upgrades but remained the same on the outside.

That was true for the 3G / 3GS, 4 / 4S, 5 / 5S, 6 / 6S and X / XS.

But in other years, Apple bucked the trend. The iPhone 7 and iPhone 8 had the same design as the iPhone 6 and iPhone 6S, and there was no 7S or 8S. (There was no iPhone 9 at all).

The bigger versions of the iPhone were once "Plus," and then they changed to "Max."

The colorful, plastic one was the iPhone 5C. The low-cost iPhone was the SE.

The slimmed down, basic version of the iPhone last year was labeled "R," and this year it's just "11." The souped up version is "Pro" this year (it was "S" last year).

Got all that?

2:13 p.m. ET, September 10, 2019

Wait, so Apple products are cheap, now?

  • $699 for the iPhone 11
  • $199 for an Apple Watch
  • $329 for an iPad
  • $5 a month for Apple TV+
  • $5 a month for Arcade

That's a lot less than folks were expecting. There are two reasons why Apple's prices are surprisingly low.

1) As Apple's hardware sales fall, the company is looking to expand its base, hitting the lower-end of the market by offering some cheaper products. It did the same thing with the iPod a decade ago, introducing the Mini, Nano and Shuffle versions of the MP3 player.

2) Apple (AAPL) needs subscribers to bolster its top line sales, which have been in a years-long slump. By charging just $5 each for Apple TV+ and Arcade, Apple is going to attract a larger group of people who will try out the new services.

3:09 p.m. ET, September 10, 2019

Hello, iPhone 11 Pro and 11 Pro Max

True to rumors, the company showed off the iPhone 11 Pro and iPhone 11 Pro Max -- and these models are all about the camera. Tim Cook, Apple's CEO, called the Pro models "the most powerful and most advanced iPhones we have ever built, with a stunning design."

The devices come with three cameras on the back positioned in a square layout. It shoots nine images and Apple's neural engine optimizes them together to get the best possible shot. "It is computational photography mad science," an Apple exec told attendees.

Not surprisingly, the iPhone 11 Pro is faster and more efficient, too. Apple (AAPL) says the iPhone 11 Pro will last four hours longer than the iPhone XS and the iPhone 11 Pro Max will last five hours longer than the iPhone XS Max.

The iPhone 11 Pro line comes in a new color: green. You'll be able to grab one in silver, space gray and gold, too.

2:46 p.m. ET, September 10, 2019

Apple just unveiled a Night Mode for its iPhone 11

The newest iPhones will be able to see in the dark. Apple (AAPL) just revealed that its iPhone 11 will have a Night Mode on its cameras.

The mode allows you to take shots in the dark, but have them appear well-lit. (Above left is a photo in the dark without night mode, and on the right is the same photo with night mode.)

Apple isn't the first to do this. In November 2018, Google added a feature called Night Sight to its Pixel phones that does pretty much the same thing.

2:49 p.m. ET, September 10, 2019

Next up! Meet the iPhone 11 lineup

Now on to what we've been waiting for: Apple's iPhone presentation. "It's become so essential to people all over the world," Apple CEO Tim Cook said. "It's made a profound impact on our daily lives."

What you need to know:

The iPhone 11, which looks nearly identical to last year's line on the surface, features a 6.1-inch Retina display, spatial audio to create an immersive sound field around you and new cameras positioned on the back, including a new wide camera for faster auto-focus and an ultra wide camera for capturing more in photos. The selfie camera can now switch to landscape mode and take slow-motion shots.

The iPhone 11 is also getting new colors, including green, yellow and purple.

It starts at $699.