IPhone shipments are down 25 per cent so far this year, according to the research firm IDC, putting more pressure on Apple to generate revenue from services such as music and video streaming, games and its App Store.
Apple CEO Tim Cook speaks about the new Apple iPhone 11 during the Apple Special Event in the Steve Jobs Theater, Cupertino, Calif., Sept. 10, 2019. But what is Deep Fusion, how does it work, and how useful will it be for the average user?
Whatever it looks like, it's going to be expensive, as Apple set the iPhone 11 Pro starting price at $999. with the upgraded Pro Max being $1,099.
So what is Deep Fusion?
There was a new lower-priced iPad, too, slightly larger than the model it replaced and priced at $329.
Schiller called it "computational photography mad science".
Even with Apple's marketing brilliance, though, you can only persuade so many people that they need to spend money on things they don't really need. The Pro model has a normal camera, a superwide one and a telephoto camera.
Apple may also share more details of its upcoming streaming service Apple TV+ - a new Netflix rival.
By having two or three cameras - all on the back with another on the front - Apple highlights that you can take all kinds of pictures without having to physically move. The event can also be watched via Apple TV and other iOS compatible devices. Apple tells Gizmodo it was shot on a tripod.
The front-facing camera has also seen some improvement and Apple added slo-motion capability, which they said is flawless for taking "slo-fies".
Cook also said Apple will begin offering a free one-year subscription to Apple TV+ with the purchase of any new iPhone, iPad, or Mac. New games will also be added every month. Sure, you can buy a stylus and use it to better manage your unwieldy iPhone 11 Pro Max, but that wouldn't give you the software enhancements the Pencil brings to the table - the ability to draw thinner and thicker lines by apply different amounts of pressure and gesture controls. Instead, Apple is increasingly focusing on cutting prices, promoting health-care technology and shifting into services to make up for slowing iPhone revenues. For $4.99 a month, Arcade promises access to 100 exclusive games produced by major developers such as Capcom and Konami. The updates to the Apple Watch aren't as big as those to the iPhone lineup, but wearers will get a handful of new features.
Which is probably why Apple made a decision to embrace the Pro moniker it applies to its higher-end iPads and MacBooks.