Cupertino: Packing some interesting top-of-the-line features including long-lasting battery, Apple on Tuesday launched 3 iPhone 11 models, Watch Series 5 with an "Always-On Retina" display and a cheaper iPad, along with bolstering its Services offerings in subscription-based TV+ and Arcade gaming. Available from September 27, iPhone 11 with dual rear camera setup will come in 64GB, 128GB and 256GB models in purple, green, yellow, black, white and PRODUCT (RED) colours, starting at Rs 64,900.

iPhone 11 Pro and iPhone 11 Pro Max, with triple rear camera setup, will be available in 64GB, 256GB and 512GB models (midnight green, space gray, silver and gold colours), starting at Rs 99,900 and Rs 109,900, respectively. Apple Watch Series 5 (GPS) starts at Rs 40,900 and Apple Watch Series 5 (GPS + Cellular) will cost Rs 49,900.

Apple also introduced a new seventh-generation iPad, bringing more screen area and support for the full-sized Smart Keyboard, starting at just Rs 29,900.

Apple TV+ will be available on the Apple TV app for Rs 99 per month with a seven-day free trial. Customers who purchase any new Apple product can enjoy one year of Apple TV+ for free.

The gaming service Apple Arcade on the App Store will be available with iOS 13 for Rs 99 per month and is being launched with a one-month free trial. "We design products for people that enhance their lives. New iPhones are a true examples. Privacy is in-built from the ground up in all Apple products," CEO Tim Cook told the audience at the packed Steve Jobs Theater here.

"iPhone 11 Pro has the first triple-camera system in iPhone and is far and away the best camera we've ever made. The A13 Bionic chip sets a new bar for smartphone performance and power efficiency," added Phil Schiller, Apple's Senior Vice President of Worldwide Marketing.

iPhone 11 Pro and iPhone 11 Pro Max can shoot the highest quality video in a smartphone and record 4K video with extended dynamic range and cinematic video stabilization. Apple Watch Series 5 has an international emergency calling feature that allows customers to call emergency services directly from Apple Watch in over 150 countries, even without an iPhone nearby.

Apple Watch Series 5 is available in a wider range of materials, including aluminium, stainless steel, ceramic and an all-new titanium variant. The upgraded iPad features a stunning 10.2-inch Retina display and a great all-day battery life.

"The new iPad packs even more value into our most popular and affordable iPad model featuring a bigger 10.2-inch Retina display, support for Apple Pencil and for the first time, the full-size Smart Keyboard," said Greg Joswiak, Apple's Vice President of Product Marketing.

Taking a lead over Disney that is likely to unveil Disney+ service on November 12, Apple TV+ will offer a powerful and inspiring line-up of original shows, movies and documentaries, including "The Morning Show," "Dickinson," "See," "For All Mankind" and "The Elephant Queen."

"Apple TV+ is an unprecedented global video service with an all-original slate. We look forward to giving audiences everywhere the opportunity to enjoy these compelling stories within a rich, personalised experience on all the screens they love," said Jamie Erlicht, Apple's Head of Worldwide Video.

Apple Arcade gaming service will have games from developers like Konami, Capcom and Annapurna Interactive, and more. "We can't wait for it to be launched and start playing," Cook said.

Users get unlimited access to the entire catalog of over 100 new, exclusive games, all playable across iPhone, iPad, iPod touch, Mac and Apple TV. iOS 13 will be available on September 19 as a free software update for iPhone 6s and later. Additional software features will be available on September 30 with iOS 13.1, announced Apple