Apple has revealed its streaming TV service will kick off on November 1 and cost $US4.99 ($A7.27) a month, as the tech giant moves to strengthen its focus on services.
Apple TV+ will be available in more than 100 countries and buyers of an iPhone, iPad or Mac will get a free year of streaming television service, the company announced on Tuesday.
Apple revealed its new iPhone 11 will come with two back cameras, including an ultra wide-angle lens and the next generation of microchips, the A13, but few big apparent changes. Prices start at $US699 ($A1018).
The Apple 11 Pro will have three cameras on the back.
Apple is in a "holding pattern" until it rolls out 5G phones with faster mobile data speeds next year, analysts said.
Instead, services like the television content, featuring the likes of Oprah Winfrey, that will compete with Netflix and Walt Disney could take centre stage.
The new strategy comes as iPhone sales have declined year-over-year for the past two fiscal quarters and investors are fixed on the growth potential for services.
Apple also announced its video game service, Apple Arcade, will be a tab in the App Store and available starting September 19 and cost $US4.99 ($A7.27) a month, with a one-month free trial.
Apple also unveiled updates to the Apple Watch and iPad.