We've had a look at the key takeaways from the launch.
All new iPhone 11s come with a new system-on-chip processor - the A13 Bionic - which was the technological star of the show.
The iPhone "R" series is also dead and is now called simply the iPhone 11. It brings Night Mode and cinematic video stabilization and Slow motion video for the new 12MP selfie camera which enables slopes.
The more expensive iPhone 11 Pro will have three cameras - a wide angle, telephoto and ultra-wide camera. Depending how dark your surroundings are, the camera start a one, three, or five-second timer to let you know how long to hold the phone still for during the shot.
The new Apple iPhone 11 (left) and iPhone 11 Pro (right) are displayed during an Apple special event on September 10, 2019 in Cupertino September 11, 2019.
So, the Night mode in the iPhone 11 Pro and iPhone 11 Pro Max automatically kicks in if you're in a low-light area.
Apple has added a matte finish to the iPhone 11 Pro and iPhone 11 Pro Max which gives a different look and feel to the old colours - Space Grey, Silver and Gold - as well.
With iPhone sales declining year over year for the past two fiscal quarters, investors are focusing on the growth potential for services.
Apple CEO Tim Cook did not have much new to say about the TV service beyond its pricing and service date, although he did show a trailer for a new Jason Momoa-led series called "See". And with big upgrades over the iPhone XR, it seems pretty clearly positioned to take over as the next most-popular iPhone.More news: House Democrats Probe Use of Taxpayer Money at Trump Hotels
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Apple just shook up the entire streaming world by unveiling the price point for their new streaming service, and nearly immediately their competitors took a major hit.
Apple's lower price point is also trying to win out over HBO Max, set to launch next year.
Likely priced at about $US16-17 per month, HBO Max will offer a library of HBO hits such as Game of Thrones, Friends and The Sopranos, as well as original content.
Apple's stock, however, has seen a quick rise of.12% to 214.43 per share.
Counterpoint analyst Neil Shah said the entry price, while lowered by Apple, remains high compared to local rivals.
"I think the pricing on the Apple TV service was definitely a positive surprise", said Michael James, managing director of equity trading at Wedbush Securities in Los Angeles.
Apple is entering the video streaming race, taking on Netflix, Amazon, Disney and others with a monthly subscription of $4.99. "Clearly, that was a positive that people were happy to hear".
As an incentive, consumers will receive a year of Apple TV+ included when they purchase Apple products, such as an iPhone or iPad, Cook said.
Could Apple Arcade pave the way for Amazon-style bundles? Interestingly, Apple has put both its games and TV subscriptions at the sub-market price of $4.99 a month.
In comparison, Netflix's cheapest plan costs £5.99 a month with a premium subscription, which can be shared between four people, costing £11.99. The iPhone 11 Pro range of phones look like Apple has made two really fast and good-looking devices. A last-minute leak, however, said Apple wasn't happy with it and could have scrapped the project. They have realised they have to keep users hooked in the iOS ecosystem.