In a highly anticipated unveil last night, Apple finally unveiled its new iPhone 11 models, touting upgraded, ultra-wide cameras, and a drastic price cut.

It’s a smart move, considering the slumping global smartphone market, as Apple seeks to spur new upgrades to attract consumers. The new iPhones are “jam-packed with new capabilities and an incredible new design,” Apple chief executive Tim Cook said at the launch event in Cupertino, California. Yet the greatest surprise was definitely the reduction in the entry-level price. The starting level is now at $699, down from $749 for the iPhone XR a year ago (even as many premium devices were being priced at around $1000). Apple additionally unveiled a more expensive “Pro” model of the iPhone 11.

Dual camera setup and an A13 bionic chip inside, Apple’s best yet

At the keynote, Apple also set launch dates for its original video offering, Apple TV+, and its game subscription service as part of efforts to reduce its dependence on the iPhone. The TV+ service will launch November 1 in more than 100 countries at $4.99 per month and will include a “powerful and inspiring lineup of original shows, movies and documentaries.” Apple is featuring scripted dramas, comedies, and movies as well as children’s programs in the service, which will compete against streaming giants like Netflix and Amazon.

New ‘Night-Mode’ introduced with the iPhone 11 series

“With Apple TV+, we are presenting all-original stories from the best, brightest and most creative minds, and we know viewers will find their new favorite show or movie on our service,” said Zack Van Amburg, Apple’s head of video. Apple said customers who purchase an iPhone, iPad, Apple TV, iPod touch or Mac will get the first year of the service for free.

The Apple Arcade – the new gaming spot for users

The company’s online gaming subscription service, Apple Arcade, will launch next week, offering exclusive titles for mobile and desktop users. The new service, which will also cost $4.99 per month, will include more than 100 game titles made for Apple devices. “You can’t find these games on any other mobile platform or subscription service, no games service ever launched as many games, and we can’t wait for you to play all of that,” product manager Ann Thai told the Apple media event.

This article first appeared on Lifestyle Asia India, and is published via AFP Relaxnews.