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(CNN) - Despite a year of losses in iPhone sales, Apple decided to stick largely to its guide to smartphone tactics with new models announced at a press event on Tuesday.
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Apple introduced two high-end iPhones, the iPhone 11 Pro and 11 Pro Max, with four-dollar prices, as well as a cheaper iPhone 11. The models replaced the iPhone XS, XS Max and XR, respectively.
In typical Apple style, the company showed improvements in the battery life, camera system and hardware of the new phones. But on the surface, the new iPhones do not look radically different from those of the previous year.
The iPhone 11 Pro and iPhone 11 Pro Max models feature an improved camera system, with three cameras on the back of the phone and a better battery life than previous models. Apple says the iPhone 11 Pro will last four hours longer than the iPhone XS and that the iPhone 11 Pro Max will last five hours longer than the iPhone XS Max.
Apple's chief executive, Tim Cook, called the Pro models "the most powerful and advanced iPhones we've built, with an impressive design." And the company is asking customers to pay for them.
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The iPhone 11 Pro and iPhone 11 Pro Max will start at $ 999 and $ 1,099, respectively, as Apple charged for the previous iPhone XS and iPhone XS Max.
The decision to adjust to these prices occurs when Apple's iPhone business has experienced a decrease in double-digit percentage sales in each of the last three quarters. The company is struggling with consumers taking longer to update and a decline in demand in China for the trade war, once one of its most promising markets.
Perhaps in a nod to those market challenges, Apple made some price adjustments. The iPhone 11, with a dual camera system, will start at $ 699, slightly less than the entry price of 749 for the iPhone XR from the previous year.
The new iPhone will be available for presale this Friday and will go on sale in stores on September 20.
In addition to the new iPhone line, Apple introduced a new seventh-generation iPad at this Tuesday's event, with a larger 10.2-inch retina display and priced starting at $ 329. The previous model had a 9.7-inch screen.
READ: The evolution of the iPhone, in photos
The company also announced the Apple Watch Series 5, an updated version of its smartwatch with a screen always on. With this feature, the watch face is always visible, instead of requiring the user to lift the wrist. The Series 5 clock starts at $ 399, or $ 499 with cellular service.
As with the iPhone 11, Apple seemed to bow to consumers more concerned about the price by announcing that the Apple Watch Series 3, an earlier version, will now sell for only $ 199.
In what could be a sign of Apple's change of focus, the company started its event focusing on subscription services, an area of products in which it increasingly bets to increase revenue and compensate for sales drops in its business Main, the iPhone.
Apple unveiled pricing and additional details for Apple Arcade, its gaming subscription product and Apple TV +, a new streaming service for original shows and movies. Apple Arcade and Apple TV + will cost each $ 4.99 per month.