It was the third consecutive year that Apple launched three new iPhones at its September event, as the company addresses a variety of price points. Its main unit, the iPhone 11, was cheaper than its predecessor, the iPhone XS.
Although the iPhone was first provided with the "Pro" logo, which was previously intended only for its MacBook laptops and iPad tablets Some of the upgrades of the new phones were modest. The overall design remained the same as the previous iPhone XS last year and the iPhone X in 2017.
However, the Pro model had an improved triple camera that executives can use to shoot near-professional photos and videos.  Cook said the iPhone has "changed the industry and led to the creation of completely new industries," and the company has "strived to do better and better" total sales this summer for the first time since 201
The worldwide smartphone sales have stalled as they are ready for the market. This prompted Apple to focus its spending on other areas. Service revenue, which includes the TV app, new gaming app and Apple Music, increased 13 percentage points in June, reaching $ 10 billion in the quarter.