在周二近两个小时的发布会上，苹果公布了新iPhone 11系列手机、以健康为主打的第五代苹果手表，以及有关其即将面世的游戏服务Apple Arcade和视频流服务Apple TV Plus的重要细节。不过，一切尽在意料之中。
作为iPhone XR的继任者，iPhone 11拥有6.1英寸的屏幕和后置双摄的配置。这些摄像头能够为照片和视频拍摄提供广角和超广角模式。苹果对其前置自拍镜头进行了改进，添加了慢动作新功能。
iPhone 11 Pro：更加高端的手持设备
为了吸引那些希望购买更高端 iPhone 11手机的用户，苹果发布了iPhone 11 Pro 和iPhone 11 Pro Max。
iPhone 11 Pro 配备5.8英寸OLED屏，而iPhone 11 Pro Max的屏幕为6.5英寸，两者的对比度均为200万:1，能够为屏幕带来更好的亮度和观感。
除了太空灰、银和金色之外，苹果表示还将在 iPhone 11 Pro后续产品中发布暗夜绿配色。与iPhone 11一样，Pro系列也将搭配 A13仿生芯片，以获得比去年iPhone XS和iPhone XS Max机型更好的性能。
iPhone 11 Pro售价999美元，iPhone 11 Pro Max售价1099美元。9月13日开始接受预订，9月20日开卖。
Apple TV Plus：价格、发布日期和惊喜交易
苹果接下来将注意力转至Apple TV Plus，并播放了即将登陆该服务的原创节目《See》的新预告片。这部由杰森·莫玛主演的电视剧发生在未来，那时，人类已经失去视力，直到有一天，生来具有视力的新生儿出现了。
苹果首席执行官提姆·库克表示，Apple TV Plus 的第一部电视剧将于11月1日上线，而且苹果每个月都将增添更多的原创节目。与Apple Arcade一样，Apple TV Plus的家庭订阅费用为4.99美元/月。
库克还表示，购买苹果硬件的所有用户，包括新iPhone或Apple TV，都将在购买时获赠1年的Apple TV Plus服务。
苹果在iPhone 11发布会伊始介绍了其新游戏订阅服务Apple Arcade。公司称，该服务将推出100多款专属游戏，可通过iPhone、iPad、Macs和Apple TV在内的苹果设备畅玩。
在演示中，苹果邀请游戏开发商登台展示其游戏，包括游戏开发商Konami的新作《Frogger》以及游戏开发公司卡普空的恐怖生存游戏《Shinsekai: Into the Depths》。
Over a period of nearly two hours on Tuesday, Apple unveiled its new iPhone 11 lineup, the health-focused Apple Watch Series 5, and important details on its forthcoming Apple Arcade and Apple TV Plus services. But we expected that.
Indeed, the annual Apple event lacked the element of surprise. Prior to the show, word leaked on what Apple would name its newest iPhone, the features it would have, and even what its design would look like. Word also surfaced on Apple's new seventh-generation iPad. Even the health-focused Apple Watch Series 5 couldn't escape the churn of the rumor mill to create an element of surprise.
But Tim Cook and company did their level best. Here are the new products and services that Apple announced during its iPhone 11 event:
iPhone 11: Cost, colors, specs, and sizes
As expected, Apple unveiled the iPhone 11 at its press event on Tuesday.
The iPhone 11 is the successor to Apple's iPhone XR, with a 6.1-inch screen and dual cameras on the back. Those cameras offer wide and ultra-wide camera modes that can be used for both photos and videos. On the front, Apple has improved the selfie camera with a new slow-motion feature.
Inside, iPhone 11 boasts Apple's new A13 Bionic processor, which the company called the "fastest" processor in any smartphone in the world. Apple's device also promises better graphics performance for video games than any other smartphone.
Apple's iPhone 11, which will offer up to 26 hours of battery life, comes in six colors, including green, yellow, and red, among others. It'll be available on Sept. 20 with a starting price of $699. Pre-orders for the iPhone 11 start on Friday, Sept. 13. The device will go on sale on Sept. 20.
iPhone 11 Pro: A higher-end handset
In a bid to attract those who want a higher-end version of the iPhone 11, Apple showcased the iPhone 11 Pro and iPhone 11 Pro Max.
The iPhone 11 Pro has a 5.8-inch OLED screen to complement the 6.5-inch display in the iPhone 11 Pro Max. Both screens offer a contrast ratio of 2 million to 1, which should translate to bright and good-looking visuals on the screen.
In addition to the Space Gray, Silver, and Gold models, Apple said that it will also deliver a "midnight green" color for its iPhone 11 Pro lineup. And like the iPhone 11, the Pro models will run on Apple's A13 Bionic chip to deliver better performance than last year's iPhone XS and iPhone XS Max models.
The Pro lineup's three cameras will include wide and ultra-wide cameras, along with a telephoto lens for zoom far into the distance. Apple said that the cameras will combine to offer "pro photography" performance.
Apple will offer the iPhone 11 Pro for $999 and the iPhone 11 Pro Max at $1,099. Pre-orders will begin on Sept. 13 and the devices will go on sale on Sept. 20.
Apple Watch Series 5: An always-on screen, at last
The new Apple Watch Series 5 is the first wearable from the company to have an always-on display. This breakthrough comes from a new screen technology that makes it more power-efficient, so it can stay on without draining the device's battery. Apple is promising an 18-hour battery life in the Apple Watch Series 5.
A new compass feature in the Apple Watch Series 5 could make it easier to navigate on hikes and Apple said that the device has new safety features that allow for international emergency calling in times of need.
In addition Apple revealed plenty of Apple Watch Series 5 colors to choose from. For the first time, the company is offering a titanium model with a brushed coating. A new ceramic white version will also be available.
Apple Watch Series 5 will start at $399 for the non-cellular versions and $499 for the cellular options. The device will be available for purchase on Tuesday and in stores on Sept. 20.
Apple is also keeping the Apple Watch Series 3—not Apple Watch Series 4—on store shelves for a starting price of $199.
iPad: Bigger, better, and cheaper
Apple unveiled the seventh-generation iPad during its iPhone 11 event.
The new iPad comes with faster performance than the previous model and for the first time, a Smart Connector port, so users can attach a keyboard to the device to use it like a notebook. It also boosts the size of the screen from 9.7 inches in the sixth-generation model to 10.2 inches in this version.
Not surprisingly, the iPad works with Apple's recently announced iPadOS, allowing it to utilize the Apple Pencil stylus and a new multitasking feature that makes it easier to switch between multiple apps on the operating system.
Apple's new iPad will start at $329 for consumers and $299 for education customers. It's available to purchase now and will start shipping at the end of the month.
Apple TV Plus: Price, launch date, and a surprise deal
Apple next turned its attention Apple TV Plus with a new trailer for an upcoming original show for the service called See. The Jason Momoa-helmed show is set in a future in which humans can no longer see, until children are born with sight, that is.
Apple CEO Tim Cook said that the first Apple TV Plus shows will be available on Nov. 1 and the company will add more original programming each month. Like Apple Arcade, Apple TV Plus will be available for $4.99 per month with a family subscription.
Cook also added that anyone who buys Apple hardware, including a new iPhone or Apple TV, will get one free year of Apple TV Plus with their purchase.
Apple Arcade: 'Game on,' starting Sept. 19
Apple kicked off its iPhone 11 event with talk of its new game-streaming service Apple Arcade. The company said that Apple Arcade will be available with more than 100 exclusive games that will all be playable Apple's hardware, including iPhone, iPad, Macs, and Apple TV.
To access Arcade games, users will go to the App Store and tap the "Arcade" option in the marketplace. Those with a subscription will be able to download and play those games without an additional charge.
During the presentation, Apple invited game developers on stage to showcase their games, including a new Frogger title from developer Konami and Shinsekai: Into the Depths, a survival horror title from developer Capcom.
Apple Arcade will be available starting Sept. 19. The service will be available on a family subscription for $4.99 per month, and will offer one month free at launch.
Apple Stores: A fitting experience
In addition to its product news, Apple said Tuesday it is making some improvements to its retail locations.
First, its physical stores will now have an Apple Watch studio feature, where customers will be able to pair the iPhone case they want with a watchband of their choice. An interactive version of the experience will also be available online.
Also, Apple's glass cube Fifth Avenue store in Manhattan, one of its flagship locations, will finally re-open—after more than two years of renovations—on Sept. 20, the company said.