Cupertino, California — Apple today announced iPhone 11, delivering innovations that make the world’s most popular smartphone even more powerful, improving the features people use the most throughout their day.1 iPhone 11 introduces a powerful dual-camera system, offering an intuitive camera experience with the highest quality video in a smartphone and Night mode for photos. iPhone 11 is powered by the A13 Bionic chip to perform the most demanding tasks, while getting through an entire day on a single charge, and is designed to withstand the elements with improved water resistance.

iPhone 11 comes in six new gorgeous colors, and will be available for pre-order beginning Friday, September 13 and in stores beginning Friday, September 20, starting at just $699 (US).

“iPhone 11 is the next generation of iPhone, packed with great new capabilities in an incredible design, including new Ultra Wide and Wide cameras for gorgeous videos and photos, the power and ease of use of iOS 13, and A13 Bionic — the fastest chip ever in a smartphone that quickly handles the tasks that matter most to people every day,” said Phil Schiller, Apple’s senior vice president of Worldwide Marketing. “With the tight integration between hardware, software and services, the advancements in iPhone 11 bring an unparalleled user experience at an affordable price to even more customers. We think people will love it.”

Precision Design and Display

With a back design that is precision milled and sculpted from a single piece of glass, iPhone 11 features the toughest glass ever in a smartphone. It is rated IP68 for water resistance up to 2 meters for up to 30 minutes, and is protected against accidental spills from common liquids such as coffee and soda.2 iPhone 11 comes in six new stunning colors including purple, green, yellow, black, white and PRODUCT(RED).

Cupertino, California — Apple today announced iPhone 11 Pro and iPhone 11 Pro Max, a new pro line for iPhone that delivers advanced performance for users who want the very best smartphone. The new Super Retina XDR display is a pro display with the brightest display ever in an iPhone. The powerful Apple-designed A13 Bionic chip provides unparalleled performance for every task while enabling an unprecedented leap in battery life to easily get through the day. A new triple-camera system provides a pro-level camera experience with an Ultra Wide, Wide and Telephoto camera, delivering huge improvements to low-light photography and offering the highest quality video in a smartphone that is great for shooting action videos.

iPhone 11 Pro and iPhone 11 Pro Max come in four gorgeous finishes including a beautiful new midnight green, and will be available for pre-order beginning Friday, September 13 and in stores beginning Friday, September 20.

“iPhone 11 Pro and iPhone 11 Pro Max are the most powerful and advanced smartphones we have ever made. They are packed with sophisticated technology that pros can count on to get their work done, and for anyone who wants the very best device made, even if they are not a pro,” said Phil Schiller, Apple’s senior vice president of Worldwide Marketing. “iPhone 11 Pro has the first triple-camera system in iPhone and is far and away the best camera we’ve ever made, it provides our customers with great range of creative control and advanced photo and video editing features in iOS 13. The Super Retina XDR is the brightest and most advanced display in iPhone and the A13 Bionic chip sets a new bar for smartphone performance and power efficiency.”

Cupertino, California — Apple today announced that Apple Arcade will be available on the App Store on Thursday, September 19 with iOS 13, offering an all-new way to enjoy games without limits. With a subscription to Apple Arcade for $4.99 per month, users get unlimited access to the entire catalog of over 100 new, exclusive games, all playable across iPhone, iPad, iPod touch, Mac and Apple TV. Apple Arcade is launching with a one-month free trial, and users will not find the games on any other mobile platform or subscription service. Apple Arcade games can all be played offline, and a single subscription includes access for up to six family members with Family Sharing. The catalog will exceed 100 games in the coming weeks as new titles are introduced, with more games to come every month. Apple Arcade will be available on September 30 on iPadOS and tvOS 13 and in October on macOS Catalina.

“We are so excited to launch Apple Arcade on the App Store. A curated selection of over 100 new and exclusive games from many of the most innovative game developers in the world is the perfect complement to the App Store’s existing massive catalog of games,” said Phil Schiller, Apple’s senior vice president of Worldwide Marketing. “We think customers of all ages are going to be delighted that a single subscription gives the whole family unlimited access to the full catalog of amazing Apple Arcade games, all without any ads or additional purchases, while knowing every game must meet Apple’s high privacy standards.”

New and Exclusive Games

From action and adventure games to party and puzzle games, everyone can count on finding something they’ll love. Some of the titles debuting on Apple Arcade include:

Made by some of the most creative developers in the world, each game on Apple Arcade is designed to capture players’ imaginations through intuitive and fun gameplay, compelling narrative and original art and music. Apple Arcade subscribers get the full version of every game including all updates and expansions, without any ads or additional in-game purchases. Instead of paying up front for each game, subscribers can download and play any Apple Arcade game right from the App Store’s brand-new Arcade tab. All the games are playable offline, so they can be enjoyed anytime, anywhere.1 Apple Arcade is the world’s first game subscription service that enables such a wide breadth of new titles to be played across mobile, desktop and TV. To give users maximum flexibility when playing, some games will support controllers, including Xbox Wireless Controllers with Bluetooth, PlayStation DualShock 4 and MFi game controllers, in addition to touch controls and Siri Remote.

Cupertino, California — Apple today announced Apple Watch Series 5, debuting an Always-On Retina display that never sleeps, so it’s easy to see the time and other important information, without raising or tapping the display. New location features, from a built-in compass to current elevation, help users better navigate their day, while international emergency calling1 allows customers to call emergency services directly from Apple Watch in over 150 countries, even without iPhone nearby. Apple Watch Series 5 is available in a wider range of materials, including aluminum, stainless steel, ceramic and an all-new titanium. Combined with the power of watchOS 6, users are empowered to take charge of their health and fitness with new features like Cycle Tracking, the Noise app and Activity Trends.

“We’ve seen Apple Watch have a meaningful impact on our customers’ lives and we’re excited to deliver even more capabilities with Apple Watch Series 5 and watchOS 6,” said Jeff Williams, Apple’s chief operating officer. “The seamless integration of new hardware and software delivers an enhanced experience that makes it even easier to stay active and connected to the people and information users care about.”

Starting today, Apple Watch Series 5 (GPS) is available to order in 41 countries and regions and Apple Watch Series 5 (GPS + Cellular) is available to order in 22 countries and regions. Both models will be available in stores beginning Friday, September 20.

Always-On Retina Display

Apple Watch Series 5 features an innovative new display that allows the time and important information to remain visible at all times. Each watch face has been carefully optimized for the new display and to preserve battery life, the screen intelligently dims when a user’s wrist is down and returns to full brightness with a raise or a tap. Several advanced technologies work together to deliver this new feature, including the industry’s only low-temperature polysilicone and oxide display (LTPO), ultra-low power display driver, efficient power management integrated circuit and new ambient light sensor. This combination of hardware innovation and incredible software design allows Apple Watch Series 5 to offer all-day 18-hour battery life.2

Cupertino, California — Apple today introduced the new seventh-generation iPad, bringing more screen area and support for the full-sized Smart Keyboard1 to its most popular and most affordable iPad. Starting at just $329, the upgraded iPad features a stunning 10.2-inch Retina display and the latest innovations including Apple Pencil2 support, the fast A10 Fusion chip, advanced cameras and sensors, unmatched portability and connectivity, ease of use and great all-day battery life.3 The new iPad is available to order starting today and in stores starting Monday, September 30.

“The new iPad packs even more value into our most popular and affordable iPad model featuring a bigger 10.2-inch Retina display, support for Apple Pencil and for the first time, the full-size Smart Keyboard,” said Greg Joswiak, Apple’s vice president of Product Marketing. “The new iPad was built to run iPadOS, which introduces powerful new ways to multitask, manage and mark up documents, use Apple Pencil and view more information at a glance on a redesigned Home screen. This new iPad with iPadOS takes everything people love about our most popular iPad and makes it even better for creating, learning, working and playing.”

Bigger Display in a Powerful and Portable Design

The new 10.2-inch Retina display iPad has nearly 3.5 million pixels and a wide viewing angle making it a vivid canvas for creative expression and perfect for immersive augmented reality (AR) experiences that take advantage of its enhanced cameras and advanced sensors. Featuring the powerful A10 Fusion chip, the new seventh-generation iPad brings up to two times faster performance over the top-selling Windows PC4 for powerful multitasking and smooth gameplay in Apple Arcade.

Designed to be ultra-portable and durable, iPad weighs about one pound and for the first time features an enclosure made from 100 percent recycled aluminum with the same strength, durability and beautiful finish as the aluminum in all Apple products.5 Staying connected is easy on iPad with ultra-fast wireless performance and support for Gigabit-class LTE connectivity — delivering three times faster6 cellular data connections.7 With Touch ID, unlocking iPad is simple and secure using just a finger, to keep important information safe.

Cupertino, California — Apple today announced Apple TV+, the first all-original video subscription service and home for today’s most imaginative storytellers, will launch November 1 in over 100 countries and regions. Apple TV+ will offer a powerful and inspiring lineup of original shows, movies and documentaries, including “The Morning Show,” “Dickinson,” “See,” “For All Mankind” and “The Elephant Queen.” The service will be available on the Apple TV app on iPhone, iPad, Apple TV, iPod touch, Mac and other platforms, including online at tv.apple.com, for $4.99 per month with a seven-day free trial. Starting today, customers who purchase any iPhone, iPad, Apple TV, iPod touch or Mac can enjoy one year of Apple TV+ for free. Through Family Sharing, up to six family members can share one Apple TV+ subscription.

“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 Worldwide Video. “Each Apple TV+ original offers its own unique story, fresh perspective and powerful message — all meant to entertain, connect and inspire cultural conversations.”

“Apple TV+ is an unprecedented global video service with an all-original slate,” said Jamie Erlicht, Apple’s head of Worldwide Video. “We look forward to giving audiences everywhere the opportunity to enjoy these compelling stories within a rich, personalized experience on all the screens they love.”

All-New, Exclusive Originals

These Apple TV+ originals from the world’s most celebrated creative artists will debut on the Apple TV app on November 1:

In the heart of the Marunouchi business district, Apple will open its newest and largest store in Japan across from the historic Tokyo Station this Saturday, September 7. Apple Marunouchi is Apple’s third store to open in Japan since last April as part of a multi-year retail investment and expansion in the country. Customers in Japan now have more space to discover Apple products, participate in a Today at Apple session or seek advice from a Genius.

“The opening of Apple Marunouchi marks a significant moment in Apple’s long relationship with Japan,” said Deirdre O’Brien, Apple’s senior vice president of Retail + People. “Marunouchi has amazing energy and our teams can’t wait to welcome customers to our largest store in Japan for the first time on Saturday.”

Apple’s fifth store in Tokyo features a unique facade, with two-story vitrine windows made from specially cast aluminum to obtain three-dimensional rounded corners. The first of their kind, the windows allow the vibrant street life of the surrounding area to connect with the store. Inside, native bamboo lines the window openings to bring the outside in. The double-height atrium in the heart of the store connects both levels and is the new home for Today at Apple in Tokyo.

The store will host world-class creators to lead Today at Apple sessions, kicking off with The Tokyo Creative Guild, a special 12-part series to celebrate the opening. At Apple Marunouchi, customers can get hands on with all of Apple’s products, get technical advice and support, and unlock their creativity with Creative Pros.

Over half of the 130 team members at Apple Marunouchi join from Apple stores across Japan. Collectively the team speaks 15 languages and are ready to welcome visitors from around the world.