Apple just unveiled the iPhone 11 and 11 Pro, new Apple Watches, and more

• Apple held an event on Tuesday where it debuted its new iPhone lineup and new Apple Watches, among another announcements.
• The launch was as important as ever for Apple as it grapples with falling iPhone sales and begins to lose ground in the global smartphone market.
• Follow our live blog below to see the play-by-play of how the event unfolded.
• Visit Business Insider’s homepage for more stories.

CUPERTINO, California – Apple held its annual September keynote on Tuesday, an event that usually signals the introduction of the firm’s new iPhone lineup and has come to be known as Apple’s biggest moment of the year.

Apple typically debuts its new iPhones in September, and this year was no different. The Cupertino, California-based technology giant announced three new iPhones: The iPhone 11, the iPhone 11 Pro, and the iPhone 11 Pro Max. The biggest draw was the addition of a triple camera for its high-end iPhones – a feature that brings the iPhone’s camera up to speed with that of rivals like Samsung. Apple also revealed the Apple Watch Series 5 and disclosed additional details about the Apple TV Plus and Apple Arcade subscription services it announced in March.

Apple’s iPhone launches are always closely watched, but this year’s event comes at a particularly critical moment for the company. Apple has increasingly focused its efforts on growing burgeoning businesses like its services and wearables categories as it seeks to downplay reliance on the iPhone amid an industry-wide decline that’s persisted for seven consecutive quarters.

See below for live updates of how Apple’s big event unfolded:

• This is the iPhone 11

• These are Apple's new iPhones: the iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max

• Apple just unveiled a new 10-inch iPad launching later this month for $329

• People are roasting Apple for trying to make 'slofies' happen

• Apple just announced a new Apple Watch with an always-on display for the first time ever

• Apple's new subscription gaming service launches September 19 and costs $5 per month

• Apple's streaming service, Apple TV Plus, will cost just $5 a month when it launches November 1

• Here's everything that happened at Apple's huge iPhone 11 launch event

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Apple CEO Tim Cook started off his day watching the sun rise behind Steve Jobs Theater.

Good morning from Cupertino! See you soon!☀️#shotoniPhone pic.twitter.com/hDzQjwdmRg

— Tim Cook (@tim_cook) September 10, 2019

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Attendees gathered at the Apple Park Visitors Center while waiting to check in.

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You can catch a glimpse of Apple's spaceship campus from the top of the visitor's center.

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Apple staff members cheer as attendees check in and receive their badges.

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Attendees gather in front of the entrance of the Steve Jobs Theater.

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Press are waiting in the lobby of the Steve Jobs Theater for the auditorium to open.

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Now we're seated inside the theater. The same colorful Apple logo from the event invite can be seen behind the stage.

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It's a packed house.

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The lights are dimming and we're getting started. We're being shown a video showing animated shapes that combine to form Apple products like the Mac Pro, Apple's EarPods headphones, the Find My logo and more.

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Now CEO Tim Cook is on stage. He's talking about how Apple puts the customer at the center of everything the company does.

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Now we're starting off with the App Store and Apple Arcade. Apple is saying that no other service has ever launched as many games at once.

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We're getting a tour of what Apple Arcade will look like. You'll also get expert editorial content like game guides within the service.

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Konami is on stage to demo their Apple Arcade game, a Frogger-themed game that involves jumping on toys to make your way across the board.

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Frogger in Toy Town will be available at launch.

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Now Peter Fabiano from Capcom is on stage. We're being shown a game that takes place underwater. Fabiano says the team even recorded music and sound effects underwater to make the game feel authentic.

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Annapurna Interactive is next to preview its game coming to Apple Arcade. Sayonara Wildhearts is the name of the game, which the company describes as a playable music video.

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Apple Arcade is launching on September 19 with more than 100 games. It will cost $4.99 per month for the whole family. You also get a one-month free trial.

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Moving on to Apple TV Plus. Tim Cook is back on stage. He's talking about shows such as "Dickinson" and "The Morning Show," which Apple revealed trailers for over the summer. Cook says these trailers have been views more than 100 million times.

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Cook is talking about "See," another Apple TV title starring Jason Momoa. We're seeing the trailer for the first time. The series takes place in a world centuries away in which humans have lost the ability to see.

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Cook is back on stage. He says the first shows will be available on November 1, and the company will be adding more original shows every month. It will cost $4.99 per month. "The most incredible shows for the price of a single movie rental," Cook says.

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You'll get one year of Apple TV Plus for free when you buy an iPhone, an iPad, a Mac, or an Apple TV. The crowd is very happy about this.

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Now we're talking about the iPad and iPadOS. The new software now has a new name "to recognize the distinctive experience of iPad," Cook says.

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Cook is inviting Greg Joswiak on stage to unveil a new iPad. The sixth generation iPad is being replaced with a new seventh generation iPad.

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The iPad now has a larger 10.2-inch Retina display. The older model has a 9.7-inch screen. It runs on the A10 Fusion chip. It finally has Apple's Smart Connector, which lets it connect to Apple's smart keyboard cover.

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Now we're getting a tour of iPadOS, which Apple unveiled in June. He's demonstrating features like the new Photos app and a Apple Pencil gestures that let you capture a screenshot just by swiping up from a bottom corner of the screen.

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It will start at $329, same price as the older entry-level iPad. The enclosure is also made from 100% recycled aluminum. You can order it today and it starts shipping at the end of the month.

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Back to Cook. Next up is Apple Watch. "Apple Watch is everywhere, and it's making a difference in so many ways around the world," he says.

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We're seeing a video of customer stories about the Apple Watch. They're talking about how the Apple Watch's health features have helped them.

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Cook says these are a few of the stories he gets everyday. Now we're hearing about how the Apple Watch has been used for medical research. The company is announcing three new research studies.

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One is a hearing study designed to learn about the long-term impacts of being exposed to loud noises. There's also a women's study that will leverage the Apple Watch's cycle tracking feature. The last study is the Apple Heart and Movement study. You can choose to participate through a new Apple Research app launching later this year.

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Now we're going to hear about what's next for the Apple Watch. Apple is showing us a video preview of the next generation Apple Watch.

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It's called the Apple Watch Series 5. And it has an always-on display. That means the display is always visible. The watch is also designed to be intelligent when it comes to preserving battery life. It still has all-day 18-hour battery life, Apple says.

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Apple also says the watch faces have been optimized for the always-on display.

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The Series 5 also has a built-in compass so that you can see your direction at a glance.

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Every cellular model of the watch now has international emergency calling.

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Apple is also introducing new titanium and ceramic models for the first time with the Series 5. The company is launching new Nike and Hermes versions of the Series 5 too.

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The GPS-only version of the Series 5 will cost $399, while the cellular model will cost $499. They will be available in stores starting September 20. The Series 3's price will be dropping to $199.

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Now it's time to talk about the iPhone. "It's changed industries and led to the creation of entirely new ones," Cook says in reference to the iPhone. Now he's recapping last year's launch: the iPhone XR, iPhone XS, and iPhone XS Max.

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We're seeing a teaser video introducing the newest iPhone. There's what appears to be a camera cutout with three lenses. It's called the iPhone 11.

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iPhone 11 will come in 6 new colors, including new purple, white, green, black, and Product Red.

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The iPhone 11 will also support Dolby Atmos and has spatial audio.

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The iPhone 11 has a dual-camera with a new ultra wide camera with a 120-degree field of view.

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There's also a feature that previews what the scene may look like through the ultra-wide camera. You can switch to the ultra wide with a tap.

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There's now stereoscopic depth, which lets you take photos of pets in Portrait Mode, which garnered some applause from the crowd.

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The iPhone 11 will have a new Night Mode, which kicks in automatically when shooting images in a dark setting.

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There's also a new feature called Quick Take. You can just tap and hold the shutter button to switch from photo mode to video mode. Apple says it has the highest quality video recording available on a smartphone.

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Now we're talking about the iPhone 11's performance. The new iPhone will run on Apple's A13 Bionic chip. The new chip is the fastest CPU and GPU ever in a smartphone, Apple claims.

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We're getting a demo from game developer TipWorks to showcase the iPhone 11's performance.

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Now we're talking about the iPhone 11's battery life. It will last for one hour longer than the iPhone XR.

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The iPhone 11 will cost just $699. That's cheaper than the iPhone XR.

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But that's not it, Cook says. There's another new iPhone coming. It's the iPhone 11 Pro.

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Apple's Phil Schiller is on stage to talk about the Pro. There's a new matte textured finish. It comes in midnight green, space gray, silver, and gold.

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It comes in two sizes, 5.8 inches and 6.5 inches.

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Now we're hearing more about the A13 Bionic's performance, specifically machine learning and low power design. The CPU is capable of over 1 trillion operations per second, Apple says.

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Now on to low-power design. Apple says it's the company's most efficient chip to date.

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Schiller is back on stage to talk about the iPhone 11 Pro's battery. You'll get up to 4 hours more battery life than the iPhone XS. and The 11 Pro Max will have 5 hours more battery life than the iPhone XS Max. There's also an 18-watt charger in the box.

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As expected, it has a triple-lens camera system. This includes a 12-MP wide camera, a 12-MP telephoto camera, and a 12-MP ultra-wide camera.

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Schiller is now showing us some sample photos that professional photographers have taken using the iPhone 11 Pro.

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Apple is providing a sneak peek of a new camera feature coming to the iPhone 11 Pro this fall called Deep Fusion. It shoots nine images, which the neural engine combines to optimize for detail and low noise. Schiller calls it "computational photography mad science."

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Now filmmaker Sean Baker is on stage to talk about the experience of shooting video with the iPhone. They're showing how filmmakers can shoot with multiple lenses at the same time through the iPhone 11 Pro through the Filmic Pro app.

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Pricing starts at $999 for the iPhone 11 Pro and $1,099 for iPhone 11 Pro Max. They will be available in store starting September 20. The iPhone XR and iPhone 8 are also getting a price cut.

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Now Cook is back on stage. He's bringing out Deirdre O'Brien to talk about Apple Retail. With the Apple Series 5, Apple is launching the Apple Watch Studio, where you can choose any band and pair it with any base. It's available in store and online.

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On September 20, Apple is going to re-open its flagship Fifth Avenue store in New York City, which has been closed for renovations. It's now the biggest Apple Store in the world.

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Now Cook is back on stage recapping the announcements. It looks like that's a wrap!

Read more:

• This is the iPhone 11

• These are Apple's new iPhones: the iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max

• Apple just unveiled a new 10-inch iPad launching later this month for $329

• People are roasting Apple for trying to make 'slofies' happen

• Apple just announced a new Apple Watch with an always-on display for the first time ever

• Apple's new subscription gaming service launches September 19 and costs $5 per month

• Apple's streaming service, Apple TV Plus, will cost just $5 a month when it launches November 1

• Here's everything that happened at Apple's huge iPhone 11 launch event