Apple's senior vice president of worldwide marketing Phil Schiller talks about the new iPhone 11 Pro during an Apple special event on September 10, 2019 in Cupertino, California.
IPhone shipments are down 25 percent 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 Revenue from services rose 14 percent to nearly $23 billion during the first half of this year.
Like Netflix and similar services from Amazon and Hulu, Apple has been lavishing billions of dollars for original programs featuring stars such as Oprah Winfrey, Jennifer Aniston and Reese Witherspoon. The company's new phone models resemble last year's iPhone XR, XS and XS Max And they have the same design — with more display space, less bezel and no home button — that Apple switched to with the iPhone X in 2017.New iPhone cameras are intended to appeal to the growing number of people who use phones to take pictures of themselves, friends, family and the places they go. The phone's "portrait mode" now also works with pets, not just humans.
This year, Apple added an extra camera lens to each model. The two pricier models already have a telephoto lens for better zoom. Now, they will sport a wide-angle lens to capture more of a scene than regular shots.
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