The company updated its popular smartphone line-up and also presented updates to its iPad tablet and Apple Watch smartwatch
Apple unveiled three versions of the iPhone 11 including "Pro" models with triple camera and other advanced features starting at US$999 (S$1,380) and US$1,099, unchanged from last year's prices, touting upgraded features including ultrawide camera lenses.
The new iPhones are "jam-packed with new capabilities and an incredible new design," Apple chief executive Tim Cook told a launch event in Cupertino, California.
Pre-orders for the new iPhone 11 series will begin in Singapore this Friday and sales will start on September 20.
At an Apple media event, price appeared to be a key consideration as the tech giant reduced the entry level price for the iPhone 11 to US$699 and undercut rivals for its gaming and streaming television subscriptions.
The surprise from Apple was the reduction in the starting price at US$699, down from US$749 for the iPhone XR a year ago even as many premium devices are being priced around US$1,000.