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Apple launches price war on Netflix as it unveils cheaper iPhone 11

Matthew Field
Tim Cook stands before the iPhone 11 Pro, Apple's latest phone - REX

Apple has declared a price war on Netflix and Disney by launching a £4.99 per month video streaming service designed to reduce its reliance on sales of devices.

The cut-price service was announced at the Steve Jobs Theatre in Cupertino alongside a slew of new iPhone 11 models, touting upgraded, ultra-wide lens cameras and a cut to its entry price to £729.

However, the iPhone announcements were overshadowed by the unveiling of Apple’s new video service, which marks a move towards services over hardware as the iPhone maker seeks to reposition itself amid falling sales of its 12-year-old flagship product.

The new Apple TV+ subscription, which will launch on November 1 in 100 countries including the UK, represents a major strategic shift for the US technology giant. Apple has struggled to come up with hit new devices in recent years and has been buffeted by growing trade tensions between the US and China, where most of its devices are made.

The subscription can be split between up six family members, and will be significantly cheaper than the cost of Netflix’s cheapest plan, which is £5.99 in the UK and $8.99 in the US.

Shares in Netflix fell 3.3pc, while Disney, which controls Hulu and is set to debut its Disney Plus streaming service later this year, dropped 2.3pc.

Apple chief executive Tim Cook hailed the response to its trailers for its new TV shows. “The reaction to these trailers has been incredible,” he said.

In an effort to lure in consumers, Apple will also offer a year free of its new TV service for those who buy a new iPhone.

“For once the iPhone wasn’t the star of the show,” said Ben Wood, an analyst at CCS Insight. “Aggressive pricing of £4.99 for TV+ and Arcade and a bundled TV+ subscriptions with new product purchases underline Apple’s service ambition as it drives towards service revenue of around $50 billion in 2020.”

The annual event saw Apple reveal three new iPhones: the iPhone 11, which will start at £729 and an iPhone 11 Pro and iPhone 11 Pro Max, which will cost £1,049 and £1,149 respectively.

The California giant’s annual iPhone launch has become a focal point of the industry’s calendar, with nearly all new smartphones being compared to Apple’s latest device.

It was the third year in a row that Apple has launched three new iPhones at its September event as the firm moves to appeal to different price points. Its main device, the iPhone 11, came in at a cheaper price point than its previous model the iPhone XS.

Despite adding its “Pro” branding to the iPhone for the first time, previously reserved for its MacBook laptops and iPad tablets, some of the upgrades on the new phones were modest. Its overall design remained the same as its previous iPhone XS last year and the iPhone X in 2017.

However, the Pro model sported an improved triple camera, capable of taking near-professional quality photos and videos, according to executives.

Cook said the iPhone had “changed industries and led to the creation of entirely new ones” and the company was “striving to make it better and better”.

But sales of the iPhone now made up less than 50pc of Apple’s overall revenue this summer for the first time since 2012.

Global smartphone sales have stalled as the market matures, leading Apple to focus its spending on other areas. Service revenues, which will include its TV app, new gaming app and Apple Music, were up 13pc in June, hitting $10bn in that quarter.

Still, the iPhone remains central to Apple’s ongoing success, leading some to question how the device will perform without some of the latest technology being employed by rivals, such as a 5G network chip, the successor to current 4G technology.

CCS’s Wood said given its loyalty from fans, the lack of 5G was unlikely to lose it many consumers, but it could lead to some holding off on an upgrade.

Apple’s share price stayed at around $214 on the announcements.     

6:17AM

Why doesn't Apple have better TV shows?

Laurence Doddshas taken a look at Apple's announcements ... and is underwhelmed.

Apple's latest announcements fit with its plan, and its plan, strategically, is sound. The only problem is that on the strength of Tuesday's announcement, its actual execution of this plan seems to be... well, not very good. 

Take Apple TV+. Its flagship show, See, starring Aquaman's Jason Momoa, looks terrible, a hoary cross between The Road and Netflix's meme-worthy Bird Box. Its Emily Dickinson biopic, Dickinson, looks fine, if insufficiently gay. The Morning Show, starring Reese Witherspoon, Jennifer Aniston and Steve Carell, revolving around a cut-throat newsroom, looks fun! But do any of them seem likely to become a new must-watch on par with Netflix's House of Cards or HBO's Game of Thrones?

The games, too, were underwhelming, at least based on what Apple actually showed. As a longtime gamer who now plays almost exclusively on iOS,  I was expecting to feel very differently. My friends are probably tired of hearing me say that the iPad is the best games console in the world. Yet Arcade's big draw appears to be a remarke of Frogger, the traffic-dodging platform game first released on arcade machines in 1981. It's almost an insult to the vast breadth of beautiful ludo-art which calls iOS its home. 

Read the full piece here. 

4:49AM

Changing times

Now we know all the new bits and bobs for the latest iPhone, here's a look back at how the smartphone has changed over the years. 

 

4:03AM

Lack of 5G support could limit appeal

The new line-up of iPhone 11 handsets has exceeded expectations but a lack of 5G support could limit the Apple products' appeal and sales, according to one industry analyst.

Ru Bhikha, mobiles expert at uSwitch.com, said that although there was no expectation of a major iPhone revamp this year, the newest devices and their focus on taking better photos would please many.

"Expectations were low ahead of the launch of the iPhone 11, with leaks suggesting few exciting innovations. But what Apple revealed will give fans something to salivate about," he told the PA news agency.

"The camera is one area where Apple will no doubt impress their loyal customer base, with features such as low-light and wide-angle added to compete with their Android counterparts.

"The iPhone 11 offers two lenses: wide and ultra-wide. The ultra-wide lens offers a 120-degree view, allowing for epic panoramic shots and for taking snaps in restricted, close-up situations. The iPhone 11 Pro and Pro Max have an additional telephoto lens, which gives users the power of a 4x optical zoom."

However, Mr Bhikha warned that the lack of wider new features could hamper Apple, pointing to the lack of 5G support in its new devices.

"We keep seeing that consumers aren't willing to upgrade their smartphone unless there's a good reason to, which means the iPhone 11's lack of new features could prove problematic.

"The next big thing for smartphones is 5G, which could be more bad news for Apple, as the iPhone 11 is not expected to offer this fifth-generation technology."

2:01AM

No rabbit in the hat - but does it matter?

Over the years, Apple has become famous for its final reveals, heralded by the phrase "one more thing".

In a tradition begun by Steve Jobs in the late 1990s, the company has consistently saved an exciting new product for the final moments of its presentation. 

In 1999 it was the iMac DV. in 2004 the iPod Mini, in 2010 FaceTime on the iPhone 4 and in 2014 the Apple Watch. 

This year, there was no One More Thing. No final feature to knock our socks off

Even the company's famed hardware has fallen behind. It's no longer at the cutting edge of the markets it once dominated. 

Harry de Quetteville believes that isn't a problem. 

Software and services allow companies to scale without drag. In fact they get better as they get bigger. And Apple, from health to banking, has through its simple, stylish hardware created brand loyalty for interlinked services. That’s why people want its payment card despite the availability of better alternatives. 

You can read his analysis here

1:15AM

Apple Watch price cut

Until now the Apple Watch has been firmly in the premium sector, but the release of the newest version, the Apple Watch Series 5, sees its earlier iteration the Apple Watch Series 3 cut to £199.

This makes it a competitor for fitness watch maker Fitbit, which is preparing to launch the Apple Watch-like Versa 2 at the end of this week for exactly the same price. 

We've got all the specs for the new Apple Watch, which has a bigger screen, thinner body and potentially lifesaving fall detection, here.

 

12:17AM

Is your iPhone on a go-slow?

Apple has previously come under fire from disgruntled customers who claim that their phones get slower and slower once a new handset is released, and this launch is no exception. 

Last year Apple and competitor Samsung were fined by Italian regulators for the "planned obsolescence" of their handsets. Apple has previously admitted to slowing older iPhones to protect their ageing batteries (not to push customers into buying the newest handset, as conspiracists claim). 

In May the company said it would warn UK users if it planned to reduce the speed of older iPhones. No such warning has yet been received.

11:20PM

'The new iPhone triggers my Trypophobia'

Overnight, much of the commentary following the iPhone launch has turned to the rather bug-eyed camera feature on the back of the iPhone. Several have pointed out could trigger Trypophobia, a fear of small holes.

 It will be interesting to see whether the design will impact sales. Tryphobia triggers have become something of a meme on social media, with pictures of plants or skin pores often used as "click bait" on Facebook. 

10:54PM

'Brexit iPhone'

There has been a lot of reaction to the price of the iPhones, which for the first time, are more in British pound than American dollars. 

Apple has long been accused offering Britons a raw deal even after pricing in exchange rates. In 2017, the point was made that it would cost the same to buy a phone in the UK as it would be to buy a return flight to purchase one from the US (although this did not include import tax). 

You can read why this is happening here

9:09PM

The age of the iPhone is over

From Cupertino, James Titcomb writes that this iPhone launch appears to have spelled the end of the device's dominance over Apple's fortunes as its TV and gaming apps took centre stage. He writes:

Even the company's marketing will be unable to avoid the fact that the latest devices feature few of the must-have features that were once delivered each year...

The biggest surprise of the night was reserved for its upcoming internet TV service, which Apple will charge a cut-price £4.99 a month for. The iPhone may still be Apple’s superstar, but it is increasingly leaning on its supporting cast.

8:13PM

iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max UK prices

The iPhone 11 prices are out for the UK and for the first time in a while they will have different UK prices compared to US rivals.

  • iPhone 11: $699 in the US, £729 in the UK
  • iPhone 11 Pro: $999 in the US, £1,049 in the UK
  • iPhone 11 Pro Max: $1,049 in the US, £1,149 in the UK

8:07PM

iOS 13 launch date

In case you missed it, iOS 13 now has a launch date. It will come out on September 19, one day before Apple's new iPhones hit the shops. Read the details of iOS 13 here.

8:03PM

Reaction to Apple's live event

Some of the main takeaways so far is Apple's apparent declaration of a price war on Netflix. Its £4.99 price for its Apple TV+ app is less than Netflix's UK pricing. In the US, it will cost $4.99, while Netflix starts at $8.99 for its basic plan.

“Apple is firmly positioning itself as a one stop shop as the Netflix of services,” said Paolo Pescatore of PP Foresight.

“Undoubtedly, this is a long term investment as Apple will need to fork out billions every year in order to refresh its content catalogue.”

"For once the iPhone wasn't the star of the show,” said Ben Wood, an analyst at CCS Insight. “Aggressive pricing of £4.99 for TV+ and Arcade and a bundled TV+ subscriptions with new product purchases underline Apple's service ambition as it drives towards service revenue of around $50 billion in 2020.”

One other thought, at its peak, I spotted around 1.5 million people watching Apple's live stream on YouTube, the first time it has broadcast on Google's website.

7:43PM

And that is it from Tim Cook

Tim Cook gives some closing remarks as he finishes Apple's launch event:

“The stunning new iPhone 11 Pro, jam-packed with advanced technologies… our mission at Apple has always been to design products that empower people and enrich people’s lives, to put technologies in your hands and see the wonderful things that you will do with them,” he says.

Now we will get to see the new device close up. James Titcomb is on the ground in Cupertino and will be giving us his first thoughts on the new device shortly.

7:40PM

Some pretty announcements today for Apple's first iPhone post-Sir Jony Ive

7:38PM

Some thoughts on Apple Arcade

The Telegraph's Tom Hoggins has some thoughts on what will be on offer from Apple's new gaming service.

7:38PM

Further price cuts on iPhone XR and iPhone 8

Apple has also cut the price of the older iPhone XR and iPhone 8.

The iPhone XR will now start at $599, while the iPhone 8 will start at $499. The iPhone 7 appears to have been discontinued.

7:35PM

iPhone 11 Pro prices

The iPhone 11 Pro will start at $999 in the US and £1,049 in the UK. The iPhone 11 Pro Max will start at $1,099 in the US and £1,149 in the UK. 

They will be available for pre-order on Friday and go on sale on September 20.

iPhone 11 Pro price

7:34PM

iPhone 11 Pro best features

Here are some more features of the iPhone 11 Pro. It has a stainless steal body and glass back with four textured colours. The enclosure is designed to be more durable and more water resistant. 

It comes with an A13 bionic chip, which Apple says is more efficient than ever. 

The phone will come with a redesigned camera interface to make the most of its new triple camera design. It comes with video in 4K at 60 frames per second.

iPhone 11 Pro

7:24PM

iPhone 11 Pro camera technology

Arguably the biggest change on the new iPhone 11 Pro is its upgraded camera. This includes a triple camera with 4x zoom and an ultra wide and a telephoto camera for detailed close up shots.

It is also upgraded with machine learning for even more detailed pictures, which shoots nine images, shooting four even before you press the shutter button, going through 24 million pixels to pick out the very best and to combine them. "It is computational photography mad science," Schiller says.

iPhone 11 pro camera
Iphone
iphone 11 pro camera

It is also further improved for video and video editing, with new software in iOS 13 for colour temperature and cropping.

iPhone 11 Pro

7:18PM

Battery life and fast charging

In good news for Apple fans, the new iPhone 11 Pro will have four hours more of battery, while the iPhone 11 Pro Max will have five hours of battery, all with fast charging.

7:14PM

Tim Cook reveals the iPhone 11 Pro

Apple also has a new Pro phone, its first Pro iPhone.

iphone 11 pro

The phone will come in midnight green, space grey, silver and gold colours. It also comes with an improved display, a Super Retina XDR display, says Apple product head Phil Schiller. It has an OLED screen and 458 pixels per inch.

iPhone 11 Pro screen

 It will also come with improved audio, perfect for films. Its improved chip is even more advanced with machine learning.

iPhone 11 pro
iphone 11 pro films

7:08PM

iPhone 11 price

Apple has dropped the price of its cheaper iPhone. The new iPhone 11 will come in at $699, cheaper than Apple's previous iPhone XR model.

iphone 11

7:01PM

iPhone A13 bionic

Apple's new phone comes with its updated A13 bionic chip, which Apple claims will be the fastest chip in a smartphone on the market.

The Apple chip's speed against rivals

6:54PM

iPhone 11 features

The iPhone 11 model comes with a revamped camera with an ultra wide angle lens. 

This includes a 12MP wide angle and a 12MP ultra wide angle lens. Apple says this can help improve landscape and wide shots. With two cameras, it can also take photos with even greater depth.

The new phone also offers improve video quality with better processing technology, offering 2x optical zoom, HDR and an improved night mode.

The front true depth camera has also been updated with a 7MP sensor and 4K video. The front camera will be capable of slow motion videos for the first time.

The new iPhone 11 has a dual camera and more colours Credit: Reuters
New iPhone 11
iPhone 11 front camera

6:50PM

This is the iPhone 11

We have a name, and a design. Tim Cook reveals the iPhone 11.

Our first look at the iPhone 11

6:48PM

Here we go

“Next up, let’s talk about iPhone,” Cook is back. “The iPhone has changed industries and led to the creation of entirely new ones.

“Customers love iPhone and we keep striving to make it better and better.”

Cook says the old iPhone XR became “the most popular in the world”.

6:46PM

This is the Apple Watch Series 5

Apple has revealed the new Apple Watch Series 5, which will come with an always on display, an all-day battery life and a built-in compass.

With an updated maps app it will let users see where they are facing. It will also come with a new compass app. 

The new watch will be available for preorder at the end of the event for $399 (the UK price is likely to be similar) and will go on sale in store from September 20. A version with 4G internet and cellular connectivity will cost $499.

Apple has also lowered the price of its older Series 3 watch to just $199.

The Apple Watch Series 5
Apple watch
Apple watch price
The Apple Watch Series 5

6:34PM

New Apple Watch

Apple is going big on the use of the Apple Watch for health, showing a video of all the times its watch has been used to improve health for consumers, or stopped health problems.

Apple will launch three new health studies with its watch, an Apple hearing study, an Apple women's health study, and an Apple heart and movement study.

The company will introduce a new Apple Research app for these initiatives that people can volunteer for.

“It gives all of us an amazing opportunity to participate in health research,” says Cook.

Apple health

6:25PM

And swiftly on to iPads

Apple reveals a new entry level iPad with a 10.2-inch display. 

Apple's Greg Jozwiak reveals the new 7th generation iPad, “a big upgrade” designed to make the most of iPadOS, with a bigger display and 3.5 million pixels.

The new iPad will start at $329.

The new iPad 10.2-inch
iPad

6:21PM

Apple TV+ has a price and it is a big surprise

Apple TV+ will come out on November 1 and will cost just $4.99 per month for a family package, Tim Cook says.

He adds that when people buy a new iPhone or iPad they will get one year of Apple TV+ for free.

It is an offer that lays down the gauntlet to rivals. It is a deal that could undercut from of the biggest streaming services as Apple launches dozens of new shows.

Jason Momoa in See
Apple TV
Apple TV price

6:19PM

Apple reveals trailer for See

Apple has showed the trailer for See, its upcoming drama with Aquaman star Jason Momoa. This is beginning to feel more like an entertainment or movie premier event than a hardware show.

“With Apple TV+, you will get access to these and so much more... I know that some of you have been wondering when Apple TV will be available and how much it will cost...” Cook says.

6:16PM

On to Apple TV+

We have moved on to Apple TV+, Apple's premium paid TV streaming service that it hopes will provide a challenge to Netflix. Apple has already launched some trailers, but we are about to get a few more now.

Tim Cook says: “The reaction to these trailers has been incredible, they’ve been viewed over 100 million times, in fact the trailer for the Morning Show is one of the most watched trailers for any new TV show ever.”

6:14PM

Apple Arcade has a launch date

Apple's gaming service will come out on September 19, the company confirms. It will cost $4.99 per month (UK pricing will come later, although it is likely to be £4.99). The service will launch with a one month free trial. 

Tim Cook unveils Apple Arcade

6:09PM

It's all about services

Apple shows off its new gaming partners, including games from Konami and Capcom, as well as some of the games they plan to launch. 

Apple
Apple arcade 
Apple arcade

6:05PM

Tim Cook enters the stage

And we are off. After the obligatory intro video, Tim Cook takes to the stage:

“We have some truly big announcements, so I am going to dispense with my usual updates and get right into it, beginning with the App Store,” he says.

It turns out we are kicking off with Apple Arcade.

“We are adding a whole new way to enjoy games on the App Store with Apple Arcade.”

Tim Cook takes to the stage

5:55PM

The iPhone launch is about to begin

Attendees are underground and Apple's event is about to start.

5:45PM

Tim Cook has arrived

Apple chief executive Tim Cook arrived at the Steve Jobs Theatre in the early hours Pacific time, as shown by his sunrise tweet.

5:26PM

Why the iPhone will not have 5G

Next generation 5G mobile technology has been a buzz word at smartphone launches this year. 

5G offers faster download speeds for films and will allow new experiences like game streaming. However, Apple will not be including it on their new iPhones. 

As we explain here, Apple has fallen behind the pack. Amid a lengthy legal dispute with chip maker Qualcomm, which has supplied all its rivals with their 5G technology so far this year, Apple tried to turn to Intel to develop its own 5G modem chip. 

Apple ultimately settled with Qualcomm and is expected to use its modem technology for 5G next year. It also snapped up Intel's chip business in an effort to make its own. But we won't see any fruits of these changes until 2020.

5:06PM

One hour to go...

Our Silicon Valley chief James Titcomb has arrived in Cupertino at the Steve Jobs Theatre. 

4:36PM

Just what is the 'Apple Tag'?

One of the more unusual items that Apple might be showing off today is what has been dubbed the Apple Tag.

This tiny puck is a tracking tag that can be placed in a bag or wallet. It will then link up to Apple's Find My app, letting you track down lost items, not just your iPhone or iPad.

It is an idea that was popularised by rival Tile, and Apple is expected to charge a fee for its Tags.

How the Apple Tag looks inside iOS Credit: 9to5Mac

We don't know exactly what this will look like, although Apple enthusiast sites 9to5Mac and MacRumours succeeded in uncovering images of what this might look like from beta versions of iOS 13.

According to their reports, this could also include an augmented reality element. Apple's ARKit could include elements to help users track down an item lost in a room, hanging a virtual balloon over the device to show a user where it is hiding.

4:20PM

The evolution of the iPhone

Before things kick off, here is a trip down memory lane of Apple's previous smartphone launches. 

The iPhone is now 12 years old, having turned the mobile phone world on its head for the first time in 2007 when Steve Jobs revealed the original phone.

The first iPhone was launched at Macworld in January 2007. It had limited functionality, unable to connect to the internet without WiFi, and only a handful of apps (there was no App Store). In total, 6 million original iPhones were sold.

4:06PM

Apple Store goes dark...

Apple's online store is going dark online, according to social media users, as it prepares to launch its new devices.

3:35PM

Just what will the iPhone 11 look like?

One of the big talking points of Apple's iPhone launch will be whether the new device looks at all different to what has come before.

The main big change that is expected on the iPhone 11 Pro and the 11 Pro Max is an update to its rear camera. Here is what this is expected to look like:

An iPhone 11 Pro render Credit: Olixar

According to casemakers and industry leaks, the iPhone 11 Pro will share a lot of features with the current model. It will still have a notch on its front screen and the display will cover almost the entire front of the device. It will feature a 5.8-inch screen on the 11 Pro and a 6.5-inch screen on the Max.

The big change will be in how the camera looks on the 11 Pro and 11 Pro Max models. Rather than the dual camera of previous devices, it will have a triple camera set up in a square area at the top of the phone.

2:47PM

Apple at your service

Those who follow Apple will have heard a lot of talk about its push into “services”, but what exactly does that mean?

As the smartphone market becomes saturated, there is only so much growth Apple can expect with its iPhone. Consumers will still upgrade, but less regularly (about every 26 months now). So Apple is looking for new ways to make money.

That is why it is drawing so much attention to its services. For consumers, this includes sales on its App Store, iCloud and Apple Music subscriptions. It is this part of its business which is growing fastest.

But what will we see at today's event? According to Creative Strategies analyst Carolina Milanesi: “We might get to see what Apple looks like as a company when they are talking about services and hardware as one product.”

Apple has already announced new services products, including its new Apple Card and Apple News+, a paid for news app live in the US. It has also confirmed it will launch gaming service Apple Arcade and its Netflix-challenger Apple TV+, although many of the details are under wraps.

Apple TV+

This will be Apple's paid for TV service, featuring own-brand shows featuring stars like Jennifer Aniston, director Steven Spielberg and host Oprah Winfrey. It will cost around $9.99 per month and is expected to be launched around November, but we could get many more details confirmed today. Read what we know so far here.

Apple Arcade

This will be Apple's new gaming service. It will initially feature 100 premium games, designed for mobile but also across other hardware, paid for at a monthly price of around $4.99 per month. We may well get more details on it today, but here was Telegraph gaming expert Tom Hoggins' take on it from earlier this year.

While Apple’s reveal of its television-streaming service Apple TV+ may have had the star names and big headlines; Apple Arcade's potential to tap further into the world’s most lucrative entertainment industry and revitalise device sales means it could be the most important service Apple announced.

How Apple Arcade will look across iPhone, iPad and Mac

1:59PM

Why it might not matter if this year's iPhone fails to impress

Let's take a look at what this year's new iPhone means to Apple. The new iPhone is, by all accounts, expected to only be an incremental upgrade. Its biggest new features might be a triple camera and a few new colours, hardly much to write home about. 

But, according to Harry De Quetteville, that is unlikely to matter.

In fact, Apple now makes less than half of its revenue from the iPhone for the first time since 2012, as we reported back in July

Clearly the iPhone is important. It still accounts for a large portion of Apple's profits (which were around $10bn last quarter), but it is slowly becoming less vital to the company's future growth.

Apple is increasingly turning its hand to services, streaming apps and software, a business that could allow it to grow at a faster rate once again. He compares its potential transformation to that of Microsoft, once written off as a has-been, but now the world's most valuable company.

Software and services allow companies to scale without drag. In fact they get better as they get bigger. And Apple, from health to banking, has through its simple, stylish hardware created brand loyalty for interlinked services. That’s why people want its payment card despite the availability of better alternatives. 

1:31PM

Everything you need to know about Apple's live event

Apple's event will take place in front of hundreds of assembled press, analysts and specially selected Apple fans in the Steve Jobs Theatre in Cupertino, California.

Tim Cook will take to the stage at around 6pm, which will be followed by a parade of new Apple devices including what is expected to be the iPhone 11.

Apple's launch has previously only been broadcast for those with Apple devices and was limited to those on iOS or macOS. This year, for the first time, it will be broadcasting it on YouTube as well.

Analyst Richard Windsor said that the broadcast on YouTube was arguably “the biggest surprise” so far and “another sign Apple may be starting to abandon its isolationist attitude”.

11:51AM

Good afternoon

Welcome to the Telegraph's Apple launch live blog. We will be following all the updates as they come in from California later today and giving you all the rumours and details of what insiders expect from the new phone.

First of all, here are the headline announcements we expect to see today:

Apple's iPhone launch attracts hundreds of fans

An iPhone 11 Pro and iPhone 11 Pro Max

  • Apple's new flagship phone is expected to be called the iPhone 11 Pro 
  • It will come with a triple rear camera that will take superior pictures and have improved augmented reality capabilities
  • Improved processing power with an A13 chip
  • It could come with reverse wireless charging
  • The new iPhones will not have 5G

A cheaper iPhone 11 (or iPhone 11R)

  • The jury is out on the naming, but this device will be cheaper and follow on from Apple's £749 iPhone XR
  • It will be upgraded with a dual rear camera
  • We can expect multiple new colours including new lavender and green shades

The first trackable Apple Tag

  • A new device, similar to Tile tracking pucks
  • The Tag will let users search for lost items with their iPhone by slipping it inside a bag or wallet
  • The device was revealed in a build for iOS 13, suggesting a new Items section

One more thing?

Apple is known for saving something special until last, although in recent years that has been spoiled by last minute leaks. This year we could see more details of Apple TV+, its new streaming service, or possibly even more hardware, like a new iPad or a larger MacBook Pro.

Stay with us for more on what we know about the latest iPhones.