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Apple unveils new phones

Apple unveiled new iPhones that are largely unchanged from previous models and accompanied by an unexpected price cut for the cheapest model, underscoring the company's efforts to counteract a sales slump of its flagship product.

The company's new models are so similar to last year's lineup they may be upstaged by Apple TV Plus, the company's upcoming video service, which is rolling out on Nov. 1 at $5 per month.

Apple, in fact, is already using the video service to promote iPhones, offering a free year of Apple TV Plus with new device purchases.

IPhone shipments are down 25% so far this year, according to the research firm IDC, putting more pressure on Apple to generate revenue from services such as music and video streaming, games and its App Store. Revenue from services rose 14% to nearly $23 billion during the first half of this year.

It is cutting the price of the iPhone 11 to $700 from $750, the price of last year's XR. The lower prices reverses a trend in which premium phones get more expensive as people upgrade them less often.

Apple also announced a new videogame subscription service will cost $5 a month when it rolls out on Sept. 19. Called Apple Arcade, the service will allow subscribers to play more than 100 games selected by Apple and exclusive to the service.

The company's new phone models resemble last year's iPhone XR, XS and XS Max. And they have the same design — with more display space, less bezel and no home button — that Apple switched to with the iPhone X in 2017. 

The biggest difference is the phone's camera, an area that Apple and its rivals have all been trying to improve as consumers snap more pictures on their devices. This year, Apple added an extra camera lens to each model. The two pricier models already have a telephoto lens for better zoom. Now, they will sport a wide-angle lens to capture more of a scene than regular shots.



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