Logo of Phnom Penh Post newspaper Phnom Penh Post - Apple slashes prices, ramps up services as iPhone 11 launches

Apple slashes prices, ramps up services as iPhone 11 launches

Content image - Phnom Penh Post

Apple slashes prices, ramps up services as iPhone 11 launches

Apple unveiled its iPhone 11 models on Tuesday with a price cut for the most basic models while also laying out plans for streaming and gaming services as it bids to weather the slump in the global smartphone market.

Price appeared to be a key consideration as the tech giant reduced the entry level price for the iPhone 11 to $699 and undercut rivals for its gaming and streaming television subscriptions.

Apple unveiled three versions of the iPhone 11 including “Pro” models with triple camera and other advanced features starting at $999 and $1,099, unchanged from last year’s prices, touting upgraded features including ultra-wide camera lenses.

The surprise from Apple was the reduction in the starting price at $699, down from $749 for the iPhone XR a year ago even as many premium devices are being priced around $1,000.

The new iPhones are “jam-packed with new capabilities and an incredible new design”, Apple chief executive Tim Cook told a launch event in Cupertino, California as the company set plans to sell the new handsets on September 20.

Content as ‘sweetener’

Apple’s announcements appeared to be aimed at emphasising value as the company looks to shift its business model to reduce its dependence on smartphones and tie in digital content and other services to its devices.

“We got a stream of nonstop product launches, with content being used as a sweetener,” said Techsponential analyst and consultant Avi Greengart.

“I think the iPhone 11 is compelling and may convince people to upgrade earlier than they might have otherwise given the lower price and longer battery life, not just an improved camera.”

With the new devices and services, “I think there are more reasons to stay with Apple than to defect from Apple”, said Moor Insights & Strategy analyst Patrick Moorhead.

Streaming and gaming

Apple TV+ service will launch on November 1 in more than 100 countries at $4.99 per month and will include a “powerful and inspiring line-up of original shows, movies and documentaries”.

While Apple’s streaming service will have limited content at first, its price is below the $6.99 for the forthcoming Disney+ service and the more expensive plans from Netflix.

“Clearly Cupertino is looking for market share coming out of the gates with these surprising price points that we loudly applaud,” said Wedbush Securities’ Daniel Ives.

Apple is featuring scripted dramas, comedies and movies as well as children’s programmes in the service, which will compete against streaming giants like Netflix and Amazon.

“With Apple TV+, we are presenting all-original stories from the best, brightest and most creative minds, and we know viewers will find their new favourite show or movie on our service,” said Zack Van Amburg, Apple’s head of video.

Apple said customers who purchase an iPhone, iPad, Apple TV, iPod touch or Mac will get the first year of the service for free.

The company’s online gaming subscription service, Apple Arcade, will launch next week, offering exclusive titles for mobile and desktop users.

The new service, which will also cost $4.99 per month, will include more than 100 game titles made for Apple devices and will be available in some 150 countries.

“You can’t find these games on any other mobile platform or subscription service. No game service ever launched as many games, and we can’t wait for you to play all of that,” product manager Ann Thai told the Apple media event.

Apple also unveiled updates to its iPad tablet and Apple Watch smartwatch, also emphasising stable or lower prices with cuts to older versions.

“We think the lower iPhone 11 price point and trade-in programme will help promote upgrades, specifically in China, while the Apple Arcade and TV+ offerings will help accelerate services growth,” CFRA Research analyst Angelo Zino said in a note about Apple.

Apple shares ended the formal trading day up slightly to $216.70, while streaming television rivals Netflix and Disney both finished down about two per cent.

MOST VIEWED

  • Hun Sen asks Cambodians to believe in government

    Prime Minister Hun Sen on Monday asked citizens and investors to trust that the government will overcome the challenges brought about by Covid-19 and the loss of the EU’s Everything But Arms (EBA) scheme. Speaking to reporters at the Peace Palace in Phnom Penh,

  • Westerdam passenger ‘never had’ Covid-19

    The US Centres for Disease Control and Prevention (CDC) said the US citizen that allegedly tested positive in Malaysia after travelling on the Westerdam was never infected with Covid-19 in the first place. In an article published in the newspaper USA Today on Friday, CDC

  • ‘Ghost staff’ found, $1.7M returned to state coffers

    The Ministry of Civil Service said more than seven billion riel ($1.7 million) in salaries for civil servants was returned to the state last year after it discovered that the books had been cooked to pay ‘ghost officials’. This is despite claims by the Ministry of

  • Woman wanted for killing own son

    Police in Phnom Penh’s Meanchey district are on the lookout for a woman who allegedly hacked her son to death on Sunday in Stung Meanchey III commune. District police chief Meng Vimeandara identified the son as Chan Sokhom, 32. “The offender can’t escape forever.

  • H5N1 also poses deadly threat, ministry warns

    The Ministry of Health’s Communicable Disease Control (CDC) department has called on citizens to excise caution over H5N1 or bird flu that is spreading in the southern province of Vietnam. In a Facebook post, the department announced that it has made a series

  • Malaysia in turmoil

    Malaysian Prime Minister Dr Mahathir Mohamad has done it again. At the centre of two days of high drama and political manoeuvring, he has, wittingly or not, contributed to shaking Malaysia, and further causing its equities market to fall nearly three per cent. The drama