Apple's planning to add more shows and films each month, and says certain shows kicking off its Apple TV+ service will premiere with three episodes and release a new one each week, while other series will be made available all at once.
Aside from revealing its new iPhone 11 Pro and Pro Max models will have three cameras on the back (a feature rivals already have), Apple has also revealed details of its new TV streaming and gamer subscription services.
The iPhone 11 has a dual camera, which includes a second camera featuring an ultra-wide lens as opposed to a telephoto lens as in past devices.
Apple unveiled a new video-streaming service that aims to go head-to-head with Netflix as the smartphone giant shifts its focus to subscription services in hopes of boosting flagging iPhone sales.
Apple's lower price point is also trying to win out over HBO Max, set to launch next year.
Both let you do "slofies", which is Apple's excruciatingly silly name for video selfies in slow motion.
Cook also stated, during Apple's special event at the company headquarters in Cupertino, California, that consumers picking up a new iPad, iPhone, or Apple laptop, would be receiving a free year of the subscription-based service.
iPhone 11 will be available through Apple Authorised Resellers starting September 27. Contrary to speculation, Apple did not mention any new sleep-tracking functionality, instead revealing a new always-on display created to last up to 18 hours, apps like Noise for monitoring ambient noise levels, and Cycle Tracking for logging menstrual cycle data.
Taking on Samsung, Pixel and OnePlus, Apple has launched three new iPhones, packed with top-notch features. Customers can pre-order any iPhone 11 device starting at 5 a.m. PT on Friday, September 13, with retail availability beginning Friday, September 20.
Apple also gave more details on its Apple TV Plus streaming service, announcing its November 1 launch and showing off trailers for upcoming shows, including the Jason Momoa-led "See". In a showdown, we'll end up seeing Apple's new chip edge out the Snapdragon 855 (the A12 chip was more powerful than the 855 in some tests), but it doesn't much matter: both are capable and fast enough to play games and watch TV shows.
Apple chief executive Tim Cook promised more content would be added as it is produced.
The service will be priced at USD4.99 monthly, about half of what Netflix charges for access to its large catalogue of content, and is available for viewing using Apple devices or online at tv.apple.com.
As the world's most popular camera, Apple set out to make the iPhone 11 camera better than ever.