Apple Keeps iPhone Prices Unchanged, Sets Launch of Video Service
Apple launch events usually involve new products and product improvements, along with higher prices for some devices.
But at the launch event this week, the company announced a number of new products without raising prices. In the case of Apple's low-end iPhone, the price was lowered from the current model.
Apple also reported that the price for its new video service will be well below competing companies like Netflix and Disney Plus. And the company said it plans to launch a video game subscription service on September 19.
Industry experts say Apple's price-freeze and expansion into a pay video service appear to be an answer to a drop in iPhone sales worldwide the past few years. It has become more difficult for Apple to get people to pay for new devices that sell for $1,000 or more.
This year, iPhone shipments are down 25 percent, technology researcher IDC reported. The drop has put more pressure on Apple to generate earnings from service offerings like music, video and gaming. The company was able to raise its services revenue 14 percent to nearly $23 billion during the first half of this year.
None of the new products demonstrated this week differ greatly from earlier models. They include three new smartphones: the iPhone 11, iPhone 11 Pro and the iPhone 11 Pro Max.
The main difference for the iPhone 11 is that it has two back cameras, including a lens designed to take extra wide images. This model starts at $699. The iPhone 11 is meant to replace the iPhone XR, which has a higher price of $749.
The iPhone 11 Pro sells for $999. It has three cameras on the back, including one for extra wide photographs and one for telephoto. The iPhone 11 Pro Max also has the three-camera design and the biggest display of all the models. It starts at $1,099, the same price as the iPhone XS Max from last year.
The company also showed off new camera tools, including one to improve picture quality in low-light conditions and a new setting aimed at helping capture human subjects.
Apple says all the new iPhones are made with long-lasting batteries. Users of the iPhone 11 Pro Max can expect the power to last up to 5 hours longer than the iPhone XS Max, the company said.
All the new models will begin shipping on September 20.
The launch event also included new versions of the Apple Watch and iPad.
The new Series 5 watch now has an always-on display, which many competing devices already have. The Series 5 will come in new case designs, such as titanium and ceramic. And it will work with a new Compass app for directions.
Apple is offering a new low-end model iPad with a larger display size, starting at $329. It also launched a new iPad Pro, which the company calls "the most advanced iPad ever." That model – designed to compete with laptop computers — starts at $799.
One big announcement was that the company plans to launch its new Apple TV Plus video service on November 1. Users will pay $4.99 per month. In the first few weeks, the service will have nine Apple-produced shows and movies – some with major Hollywood stars — with more to be added each month.
The Apple TV Plus starting price is below Netflix's rates of $8.99 to $15.99. The offer is also lower than the planned Disney Plus video service, which is set to launch November 12 for $6.99 a month.
Apple is offering Apple TV Plus free for one year to buyers of a new iPhone, iPad, Mac or iPod Touch.
Apple also announced the September 19 launch of its Apple Arcade video game service. The service, costing $4.99 a month, will offer unlimited use of more than 100 different games.
One thing not announced at the launch event was when Apple planned to release iPhone models that will support the new 5G wireless system.
Apple competitors, including Samsung, are already offering 5G device versions at a higher cost. But industry experts say Apple is currently in a "holding pattern" for the new technology. They say 5G iPhones are not expected to be released until next year.
So users will have to wait until 2020 to see if Apple goes back to higher pricing for its latest 5G models.
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2. a number of 若干；许多；
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但在本周的发布会上，苹果公司推出了多个新产品，但并未提高价格 。苹果新发布的低端iPhone价格低于现有机型 。
苹果公司还表示，其新推出的视频服务的收费将远远低于网飞和Disney+等竞争对手 。另外，苹果公司还宣布计划于9月19日上线电子游戏订阅服务 。
行业专家表示，苹果公司决定不涨价并进军付费视频服务，这似乎是为了应对过去几年iPhone全球销量下滑的问题 。苹果公司越来越难以吸引人们购买售价在1000美元以上的新设备 。
据科技研究机构IDC发布的报告，今年iPhone的出货量下降了25% 。销量下降致苹果公司面临更多压力，需要从音乐、视频和游戏等服务中获得收益 。今年上半年，苹果公司成功将服务收入增加了14%，达到230亿美元 。
苹果本周推出的所有新产品均与以往机型没有太大差别 。新产品包括三款新型智能手机，分别是：iPhone 11、iPhone 11 Pro和iPhone 11 Pro Max 。
主要区别在于，iPhone 11有两个后置摄像头，其中一个镜头用来拍摄超宽图像 。iPhone 11售价699美元起 。这一型号旨在替代iPhone XR，后者售价更高，为749美元 。
iPhone 11 Pro起售价为999美元 。这款机型有三个后置摄像头，包括一个超广角镜头和一个长焦镜头 。iPhone 11 Pro Max同样配有三个后置摄像头，这款机型是三款新机中屏幕最大的一款 。iPhone 11 Pro Max售价为1099美元起，与去年发布的iPhone XS Max售价一样 。
苹果公司表示，三款新iPhone均配备了续航时间更长的电池 。苹果表示，iPhone 11 Pro Max的电池续航时间可比iPhone XS Max高出5个小时 。
苹果公司还在发布会上推出了新款Apple Watch和iPad 。
新款Apple Watch Series 5增加了永远在线显示屏，而许多竞争设备已经推出该功能 。Series 5还增加了钛合金和陶瓷两种新材质 。Apple Watch Series 5配备了新的Compass应用程序，可以为用户指示方向 。
苹果公司还推出了屏幕更大的新型低端iPad，售价329美元起 。苹果公司将同时发布的iPad Pro称为“有史以来最先进的iPad” 。这一型号旨在与笔记本电脑进行竞争，售价799美元起 。
苹果在发布会上宣布了一个重大消息，该公司计划在11月1日推出新的Apple TV Plus视频服务 。这项服务的订阅价格为每月4.99美元 。该服务将在最初几周上线苹果制作的9部剧集，包括好莱坞重量级明星参演的剧集，另外，每个月还有更多剧集上线 。
Apple TV Plus服务的起价低于网飞8.99至15.99美元的价格 。同时，该服务的费用也低于Disney+计划在11月12日上线的视频服务，后者的定价为每月6.99美元 。
苹果公司为购买新iPhone、iPad、Mac和iPod Touch的用户提供免费试用Apple TV Plus服务一年的福利 。
苹果公司还宣布将于9月19日推出Apple Arcade电子游戏服务 。这一服务的订阅费用为每月4.99美元，可无限畅玩100余款游戏 。
三星等苹果公司的竞争者已经开始推出价格更高的5G机型 。但是行业专家表示，苹果公司目前对这项新技术采取“等待模式” 。他们认为，5G版iPhone要到明年才会发布 。