Sep 10, 2019

A cheat sheet for what to expect out of Apple's iPhone event

Photo: Alex Tai/SOPA Images/LightRocket/Getty Images

Editor's note: Check here at 1 p.m. ET for live coverage of the event.

We won't officially know what Apple is announcing at this morning's event for a few hours more. But it's virtually impossible for phone makers — even secretive Apple — to keep much secret these days.

Why it matters: The iPhone remains the heart of Apple's business, and by all accounts it is going into essentially the third year with the design that debuted with the iPhone X. It remains unclear just how many good new reasons Apple can dream up to spur upgrades.

Expect Apple to introduce at least:

  • A high-end iPhone line with three rear cameras, basically an upgrade to the iPhone XS.
  • A mid-range iPhone line with an LCD screen and two rear cameras, basically an upgrade to the iPhone XR.
  • A new Apple Watch model with sleep tracking, among some other new features.
  • A new Bluetooth-based tracking device that can be attached to various objects making them findable via an iPhone or other Apple device.

Also expect updates on some of the services Apple announced earlier this year, such as the Apple Arcade subscription game service.

Yes, but: The most interesting part of the show will be seeing whether Apple does anything beyond the above — or finds ways to make any of the above products more compelling than expected.

Go deeper: Apple's plan to use services to lock-in iPhone customers for years to come

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Apple's underwhelming iPhone event

Photo: Apple

Apple delivered exactly the iPhones everyone expected on Tuesday — and that's kind of the problem. Instead of "one more thing," Apple's event was more like none more thing.

Driving the news: Not only were there no big surprises, there were actually some disappointments, as the company didn't announce its expected new item-finder tags, nor did the Apple Watch add a widely rumored sleep-tracking feature.

Go deeperArrowSep 11, 2019

Apple debuts iPhone 11, iPhone 11 Pro

Apple Senior VP Phil Schiller introducing iPhone 11 Pro. Screenshot: Axios

Apple debuted its latest iPhones Tuesday, including a high-end iPhone 11 Pro model with three rear cameras and a mid-range iPhone 11 starting at $699. The company also announced a new version of Apple Watch and a new entry-level iPad, as well as pricing and availability for some of the services it previewed back in March.

Why it matters: The iPhone is Apple's most important product and the latest crop arrives amid a slowing smartphone market.

Go deeperArrowUpdated Sep 10, 2019

First look: iPhone 11 Pro

From the front, it's very hard to tell the just-introduced iPhone 11 Pro isn't just an iPhone XS, but flip it over, and you can see the phone's main standout feature, a third rear camera.

The bottom line: As impressive as the new images coming from the camera appear to be, it may be tough to convince existing owners that an added camera, faster chip and improved battery life offer enough reasons to upgrade. But have a look for yourself in this video.

Go deeperArrowSep 10, 2019